The LAT is the latest to come out with a glowing profile of MSNBC'c Keith Olbermann, whose ratings have been a-climbin' in recent months, contributing to and along with those of his network. Matea Gold's article hits on the Olbermann "Special Comments" excoriating the Bush administration, how his leftward tack resonated with viewers who felt unrepresented, and his gleeful attacks on Bill O'Reilly, saying that his gloves have "come off."
She notes something new, too — Olbermann, up 21% in the ratings since this time last year, is also up for contract renewal, and is in the process of negotiations with the network. The gloves seem to be somewhat off with respect to that development, as expressed in this comment:
"It is, to some degree, a perfect setup," he said of his relationship with the network. "They leave me alone, I leave them alone, and I deliver what they need, both in terms of journalism and the money end of it, the ratings."
Translation: The show is mine, the success is mine, and I can take it anywhere.
It's a far cry from the "family" rhetoric employed by MSBNC General Manager Dan Abrams earlier in Gold's piece, but Olbermann does have a point: His ratings are great, his schtick is working, and his profile is rising and rising. When he started he was a three-day substitute who parlayed lucky timing and a strong performance into a four-year contract. Now he's MSNBC's newest rising star. So he's probably earned an upgrade. But can he really go anywhere? It's a good guess that Fox isn't beating down that door (right, Irina Briganti?) and there's been no buzz about him going elsewhere (unlike, say, Anderson Cooper at 60 Minutes). The LAT article doesn't mention it but this summer's NYT profile by Bill Carter traces Olbermann's volatile work history, including sore spots recently at MSNBC (like calling co-worker Rita Cosby "dumber than a suitcase of rocks" and sending nasty emails to a fan). Then again, Olbermann was just named one of GQ's "Men of the Year" (which earned the magazine the opprobrium of a fuming O'Reilly as a result), and, well, there are those ratings (which have been eating into O'Reilly's, as Olbermann is only too happy to point out). So, the upshot for Olbermann and MSNBC seems to be, really, that they both need each other. That, of course, doesn't make for the most effective hardball negotiations — but recognized and appreciated by both sides, it can sure make for a fine feeling of family.
Disclaimer: I am an occasional commentator on MSNBC's "Scarborough Country" and know MSNBC GM Dan Abrams. I do not know Keith Olbermann, who has never said that I was dumber than a suitcase of rocks. But, give it time.
