There are two kinds of broadcast media on-air transgression: those that get you sacked, and those that don’t.
Looking at recent history, the question of whether a racist, sexist or ableist slur is a fireable offence appears to rest on your money-making ability for the network, rather than the severity of the crime.
The most recent scalp being called for is Collingwood president and Melbourne media’s everywhere man Eddie McGuire. On Friday night, McGuire mocked double amputee and plane crash survivor Cynthia Banham while calling the AFL for Fox Footy — just the most recent of his many, many blunders. McGuire said he had not properly viewed the footage and was unaware of Banham’s condition.
He’s no stranger to having to apologise for sexist or racist comments in his broadcasts, but is yet to face any real sanctions. His only punishment this time has been self-imposed — he withdrew from calling Saturday’s night’s match. Last year, he joked about drowning sports journalist Caroline Wilson. In 2013, he compared Sydney Swans player Adam Goodes to King Kong, which he later apologised for but refused to step down over. So is McGuire’s status as seemingly unsackable an anomaly?
Not exactly. 2GB broadcaster Alan Jones, similarly has remained on air despite record defamation payouts, regulator censures most recently for using the n-word, and claims of on-air bullying.
Media analyst Steve Allen said the reason broadcasters such as McGuire could get away with these sorts of mistakes was because of how many viewers or listeners they drew to the network.
“If you’ve got a big audience and a loyal audience, the revenue follows,” Allen said. “When you’re talking about baby boomers, which a lot of these people attract, they’re well-heeled and spending the inheritance, which is what advertisers want.”
Broadcasters that have been sacked for on-air comments tend to be less of a drawcard for the networks. Ross Cameron and Mark Latham were both sacked from Sky News’ Outsiders over comments they made on-air. Cameron called Chinese people “slanty-eyed”, and after a series of nasty on-air comments, Latham was sacked for calling a schoolboy “gay” for participating in an International Women’s Day video.
Allen said that while network management liked attracting controversy to generate news coverage, there was a limit based on how valuable the talent was — Cameron and Latham’s low-rating show probably wasn’t going to lose much in revenue without those co-hosts.
Likewise former AFL player and commentator Barry Hall, who was calling footy games when a vulgar pre-show comment about another player’s pregnant wife earned him an on-the-spot sacking. Hall had been calling the game for Triple M — the station McGuire also works for as a breakfast presenter.
He was part of a commentary team, and not a singular drawcard for the network.
Former cricketer and commentator Dean Jones was sacked by Dubai-based Ten sports in 2006 after calling South African cricketer Hashim Amla a “terrorist” while calling the match for the network. Jones apologised, and was not sacked by his Australian media employer 3AW.
Another apparent unsackable is McGuire’s former Footy Show co-host Sam Newman. He was fired as a commentator by Triple M in 2006 for labelling a caller to the program a “fuckwit” while on-air, which he did not apologise for. But that was just a blip in Newman’s long career. Despite years of “controversies” that include racist, homophobic and sexist slurs and jokes, Newman wasn’t sacked from the Footy Show, but quit late last year in an attempt by Nine to rescue the show’s falling ratings. He still has a contract with the network to produce specials.
But Allen said a changing social mood, especially around sport, meant the free rides for McGuire could soon be over, partly because people might stop tuning in if he’s on air.
“Eddie has been making almost annual faux pas of some size, and sooner or later it’s going to be a step too far and I think he knows that because his contrition this time was swift and fast,” Allen said. “There is a cumulative thing to this, and there will be the potential for people to switch off.”
How do you think Eddie’s controversies compare to the ones above? Email boss@crikey.com.au with your comments.
As far as I can see, if you are a white, right-wing misogynist dickhead working for one of a small number of networks you are immune. I already despise McGuire over his Goodes comment and how could anyone with a long career in media not know who Cynthia Banham was?
Looks like some in private media have the same working conditions as the ABC employees – unsackable.
Oh dear, Desmond, way to compare apples with a Buick. Please give some examples where anyone from the ABC has been remotely as offensive as Eddie McGuire & his ilk are on an almost weekly basis.
Blokes, generally right wing blokes seem immune from the chop, despite using their privileged positions to offend many in the community.
Eddie Everywhere is a true troglodyte and has no place in media in 2019. Poor Collingwood supporters have their club represented by someone who’s opinions were formed in the 50’s.
Certainly neither Cynthia Banham, nor any other coin toss participant for that matter should be mocked by on air commentators. Unfortunately it is a sad case of an existing pattern of behaviour on Afl networks, from my experience, where the coin toss has regularly been a butt of jollity from other commentators, and is not confined to Eddie everywhere.
As usual the Afl does nothing about this. This part of the game should be celebrated as I’m sure the participants are quite thrilled to be involved. My cynicism is such that if Eddie’s comments had been directed at an abled person, nothing would have happened.
“When you’re talking about baby boomers, which a lot of these people attract, they’re well-heeled and spending the inheritance, which is what advertisers want.”
Yep, that explains 2GB – spruikers for dodgy retirement villages, incontinence pads, funeral plans and shonky investments.
It’s a pity Steve Allen doesn’t extend his “calling out” to ageism.
Since the change of ownership, 2GB does seem to have dropped Blot – the Poison Dwarf recently referred to him as an ex-colleague – and it would be nice to think that the new management is considering a shift from RWNJ climate denialism.