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The Demise of Monday Night Football
Pro football's prime time telecast - an institution for over 35 years - recently said adios to ABC and will move to ESPN beginning with the 2006 season. ESPN, the all-sports network, had been broadcasting National Football League Sunday night games. With ESPN grabbing the Monday Night gig, it allows NBC to enter the fray by taking over the Sunday evening broadcasts. If your head is still spinning . . . join the ranks of gridiron fans. Monday Night Football has been a staple for the football fans diet since 1970 when ABC kicked off its broadcast - and is now the second longest running prime time network series. CBS's 60 Minutes has them by two years. Fans literally grew up with the mustard-colored blazers worn by Howard Cosell, Frank Gifford and Don Meredith. People actually looked forward to the capsule-type results Cosell did each halftime during every Monday Night broadcast. Followers of the Detroit Lions would watch intently to view their team's highlights, but would then fume because Cosell devoted a just few measly seconds for Lions' highlights, or eliminated them altogether. His 1995 New York Times obituary hailed him as "the most loved and hated broadcaster in the history of television." Monday Night Football was a weekly ritual for many because unlike the Sunday afternoon broadcasts, it was the only game in town. And, it was in prime time. Many area bars and restaurants sported Monday Night Specials to lure people into their establishments on a night that was pretty much dead prior to MNF. Numerous sitcoms quickly died going up against the mighty MNF games. It also made household names out of people like Roone Arledge, Dennis Lewin, Don Ohlmeyer and Dennis Swanson. One of the most memorable Monday Night Football moments came on December 8, 1980, when Cosell - the sharp-tongued commentator - announced that John Lennon had been shot. And who can forget Dandy Don Meredith's rendition of his favorite Country and Western tune "Turn out the lights, the party's over!?" Another time the camera got a tight shot of stone-faced Minnesota Vikings coach Bud Grant as Meredith sang "You are my sunshine, my only sunshine . . ." Gifford, meanwhile, came along in 1971 to add stability. Many thing he was an original member of the booth, but he actually replaced legendary college football broadcaster Keith "Whoa Nelly" Jackson. Speaking of stability, how about Hank Williams' intro music "Are you ready for some football?" But with the good, comes the bad. Many disliked Cosell's know-it-all attitude. In fact, a Denver bar offered a contest in which the winner got to toss a rock through a TV while Cosell was doing commentary. Then there was the revolving door of former football stars on the telecast such as Fred "The Hammer" Williamson, Alex Karras, Joe Namath, O.J. Simpson and Eric Dickerson . . . none of who belonged on the telecast. The lone ex-jock who did belong was former University of Michigan lineman Dan Dierdorf. And who made the idiotic decision to hire comedian Dennis Miller? He was just a tad too deep for many to stomach. Miller would make an obscure reference to a 19th century philosopher while fans were pleading to find out what happened on the last play. It could have been worse. ABC nearly hired Rush Limbaugh instead of Miller. Al Michaels (who replaced Gifford) and John Madden were the last sportscasters for MNF. The jury is still out if they'll be picked up by ESPN. In fact, Madden was lured away from Fox with a $20 million contract. Doesn't he make enough from selling video games? Chris Berman was brought in to pump excitement into the halftime show. He, of course, failed miserably. Same thing with sideline reporters Melissa Stark and Lisa Guerrero. Then there was the best-selling book by Marc Gunther and Bill Carter titled "Monday Night Mayhem," which revealed behind-the-scene details and antics of Cosell, Meredith and Gifford and their complaints about each other. Cosell had the largest one as he invented the term "Jock-Ocracy," which dealt with why jocks are given broadcasting credibility.
Add to the mix was all the hoopla Monday Night Football created with an intro which featured Desperate Housewife Nicolette Sheridan in a steamy encounter with Philadelphia Eagles wide receiver Terrell Owens. The Federal Communications Commission was flooded by complaints from people who said it was too graphic for prime time. But with the emergence of ESPN, ESPN2, Fox Sports Net and other sports channels, Monday Night Football lost a lot of its glitz - and ratings. So ABC gave up on MNF and will be the only major network not carrying the NFL. Don't expect things to be easy for ESPN, as they'll be competing against the four major networks in prime time. Expect major networks like CBS and NBC to roll out solid programming to offset the MNF telecast. Heck, they may even debut yet another CSI or Law and Order series. As far as ABC, can you say Desperate Househusbands? NBC is paying $600 million a year for the rights to broadcast its Sunday Night package, which begins with a pre-game show at 7 p.m. Kickoff is slated for 8:15 p.m. Most people are busy getting their kids off to bed and preparing for the next workweek. They'll want a good night's sleep instead of staying up until past midnight to see if the Dolphins nipped the Browns. Younger people are more inclined to watch because of its entertainment value, but they aren't the valued "diary keepers" that networks covet. My all time favorite line from Monday Night Football came from Meredith, who was half-crocked most of the time. When Gifford asked him about Cincinnati Bengals wide receiver Fair Hooker, Meredith exclaimed, 'I don't think I've ever met one.' Monday Night Football will never be the same.
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