Asinine, as-a-ten, as-eleven...

Needle Mover

In 2003, while trying to remain ahead of the curve, ESPN launched Cold Pizza – a two-hour morning television show to give sports fans an alternative to Good Morning America.  It was essentially Sportscenter with couches and coffee.  They recapped the biggest storylines, interviewed athletes and celebrities and featured skits and other comedic segments.  In 2007, ESPN gave Cold Pizza a total makeover.  They moved production to Bristol, CT, started broadcasting in high-definition and changed the name to First Take.  Shortly after, First Take added a debate-style segment called 1^st & 10”.  Throughout the two-hour program, Skip Bayless would debate someone on four separate issues.  These hotly contested debates quickly became the most popular segments on the show; so much that the ESPN created a 30-minute spin off that aired in the afternoon.  Slowly but surely the ratings spike during the 1^st & 10 segments could no longer be ignored.  In 2011, the show's entire format was altered to resemble a two-hour version of 1^st & 10.  There's only one reason for this – people couldn't get enough of Skip.

Skip Bayless is arguably the most polarizing figure on the entire network.  People either love him or hate him and the line between the two is in drawn with one of those fat Sharpie markers.  Many people view Skip as a bloviating and cantankerous old man that has no clue what he’s talking about.  Furthermore, his desire to always take the contrarian point of view leads people to question whether or not he believes what he’s saying or if he’s just playing a role.  Skip, who has 40 years of sports journalism experience, claims that everything that comes out of his mouth is his honest point of view but only he and the backstage producers knows for sure.  The truth of the matter is, if you’re concerned about authenticity, you’re worrying about the wrong thing.  Skip Bayless is successful not because he wants to be right but because he understands the #1 rule in television – move the needle. 

In the world of pro wrestling, this rule couldn’t be clearer.  The key to being a success isn’t to be liked; it’s to have people care.  Show me a wrestler that gets people to boo him, and I’ll show you a wrestler with a nice contract.  Sure people loved Hulk Hogan but they also bought a ticket to see the Iron Sheik get his butt kicked.  Skip understands that he’s the Sheik and he makes it a point to say things that get people riled up.  When Tim Tebow managed miracles week after week, millions flocked to ESPN2 to see what Skip had to say as the lone Tebow supporter.  His lines became worldwide trending topics on Twitter and when DJ Steve Porter created a mash up video of Skip’s rants, it won a Webbie award. When Skip’s top nemesis, Lebron James, finally won a NBA championship, people once again flocked to the TV to see Skip eat crow… only to get riled up once again as he defiantly hit James with one backhanded compliment after another.  Skip Bayless doesn’t care if you like him or not – he just cares if you are entertained and as long as you’re tuning in to see him get verbally body slammed, he’ll keep on winning.