Ronan Farrow is a bust: Why his strange MSNBC show is so different from what anyone expected
Ronan seemed tailor-made for TV. Now he's a case study in how hard it can be to package idealism on cable news
Topics: ronan farrow, MSNBC, Ezra Klein, Chris Hayes, Steve Kornacki, Ronan Farrow Daily, Rachel Maddow, aol_on, Editor's Picks, Media News, Entertainment News
Viewers tuning in to a recent edition of MSNBC’s “Ronan Farrow Daily” were confronted with a vision of the surreal: the host mixing it up with a dolphin handler, nattering mammal in tow. “Right now I’m working with this amazing dolphin right here,” said the guest, conservationist Jeff Corwin. “This is Roxy, 24 years old. And what we are looking at is the pinnacle predator. This is the ultimate expression of nature —” The remainder of his comment was partially obscured by the sounds emanating from the talky fish by his side.
When “Ronan Farrow Daily” premiered in February, its star seemed tailor-made for TV. Jointly standing astride D.C. and Hollywood, with his unearthly poise and his impossibly symmetrical face, Farrow had long been Washington’s buzziest golden boy — friend to celebrities and slinger of gemlike Twitter quips. (“Listen, we’re all possibly Frank Sinatra’s son,” he notably cracked after his mother gave an interview suggesting that the singer might be Farrow’s real father.)
He was a guy with impossible credentials — Rhodes scholar, attorney, former Obama administration foreign-affairs official and diplomat — who might bring the tradition of MSNBC’s prime time, à la Maddow, Chris Hayes, Ezra Klein and Lawrence O’Donnell, to its daytime schedule. The lineup needed it, as hosts like Martin Bashir or Melissa Harris-Perry had offended the sensibilities of the digisphere with remarks about, respectively, Sarah Palin and Mitt Romney’s adopted African-American grandson.
And he looked like a clear pipeline to what many networks regard as a burgeoning demographic: millennials who actively want to change the world around them. Two new cable outlets – with intriguing names like Pivot and Fusion – had been launched last year with the express purpose of courting the viewership (and discretionary income) of this particular group. So as the weeks ticked closer to the February debut of his show, a fawning piece on Farrow appeared in the New York Times Magazine; Farrow made appearances on “Late Night With Jimmy Fallon” and “Real Time With Bill Maher,” to breathless reviews.
But then “Ronan Farrow Daily” premiered. And in its little more than three months on the air, it has struggled in the ratings and largely failed to engage the cultural conversation. Between April 28 and May 23, his 1 p.m. show generated an average of just 50,000 in the demographic most desired by advertisers in news programming, viewers ages 25 to 54, according to Nielsen. Compare that with the 161,000 tuning in to panel show “Outnumbered” on Fox News Channel, or the 73,000 watching CNN’’s “Legal View.” So what went wrong? Why is the Ronan Farrow of “Ronan Farrow Daily” so different from what most of us — least of all MSNBC — expected?
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Hiring Farrow was seemingly an attempt on MSNBC’s part to replicate the specific kind of precocity that has worked fairly well on-screen in the case of those other boy wonders: Hayes, Klein, Steve Kornacki. Their precocity is rooted in a wonky eagerness to share the entire contents of their brains — the kind of overconfident, evidence-heavy speechifying that tends to make for good TV. But Farrow is a different story. While his Twitter persona managed to seem studiously candid, his MSNBC persona just feels studious, like he’s curating a version of himself. He is a case study in how differently public attention works on and off the air.
The first inauspicious sign, eagerly seized upon by the Internet, was the ludicrous backdrop for his MSNBC set: a map festooned with such phrases as “Yale Law” and “Rhodes Scholar,” essentially a word cloud of its host’s résumé. Then there was the corny way Farrow invited his viewers to tweet at him about the most underreported topics of the day. On one show, he asked viewers to tweet their replies to the question “Why are you beautiful?”
His show is a mix of breaking and developing news items already being covered elsewhere, along with items best described as “NPR tabloid”: interviewing a Yale student whose weight has been a source of concern for the college’s administration; inviting former “American Idol” contestant Clay Aiken in to discuss his political bid in North Carolina; speaking to a Harvard professor at odds with the university over her decision to befriend a female student involved in a sexual abuse case; asking a “little person” what she most loves about herself.


