Featur e
The challenge of punditry for those with even loose connections to their political tribe is the tension between the demands of the audience, the producers and the party. The audience hates pun- dits who sit there pumping out today's talking points. The producers often want a verbal wrestling match between the panelists - which generates a battle with about as much authenticity as pro wres- tling on any given day. After all, the pros who are staples on these shows, know
and respect each other. We share war stories over drinks and our frustrations with our colleagues in the green room. The genuinely angry jerks rarely survive. Only partisan viewers stay to see angry guys spit verbal nails at each other, and there are not enough of them. But producers want you to stick to
your partisan pigeonhole and party man- agers complain if ‘their’ pundit concedes even a modicum of credibility to the bad guys. The vast majority of political TV
18 Campaigns & Elections | Canadian Edition
fans are sophisticated followers of the game, and they want analysis, gossip, and wit - delivered with a smile. The best pundits navigate this minefield with care, knowing where the unspoken boundaries lie, and never forgetting that entertain- ment and intelligence are both required to hold the viewers’ interest, and are the key to getting invited back.
Jaime Watt Executive Chairman and Senior Partner, Navigator Ltd.
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