Blog
05.25
Did Delkus Deliver?
For those who don't know, I was in radio in a former life. And whether it was producing a quality program or researching for the news, I had to live by a common mantra:
We are not here to play music. We are here to play commercials.
That sage wisdom placed everything into perspective for the rest of my career, which brings me to last night. In case you were not in town, we experienced some big weather.
Tornado sirens wailed in just about every suburb of North Texas. People were ducking for cover. Those wacky stormchasers were drooling to use their latest RadioShack equipment. (Nice client plug, don't you think?)
This should have been a meterologist utopia. Well, it was, for the most part.
Channels 5 and 11 were all over Mother Nature like one of her sleazy family reunion dresses. Channels 33 and 21 chimed soon thereafter. Channel 4 fought their intution and dared the Gleekers to task. Even Telemundo was rocking the weather frenzy.
The great Pete Delkus? Well, he was seen during the ubiquitous commercial break during the Dancing With The Stars finale.
Because when North Texas looks frantically for shelter, they really care about some douche in tights shaking his or her moneymaker.
Here's the question: Do you blame him?
On one hand, it's about commercials, right? And that's the biggest cash cow of them all in the ABC Family. There are some idiots that "Tell it to Tim" when Judge Judy is preempted for big weather in a county that doesn't affect them, so you can understand the fretting going at WFAA 8 last night.
On the other hand, this is the same station that sent reporters to Joplin, Missouri... but can't stop a broadcast to discuss multiple tornado sightings within 30 miles of their station?
There was no way to win, and it doesn't take a finely tuned PR professional to know that. Here's the rub: Delkus inherited more than a post; it was a brand.
That trusty bowtie and sweet Rolex watch of Troy Dungan's was luminary in this town. So, you proceed with caution and Delkus has delivered that masterfully. And then, the battle of ratings over retribution began, which has cast big question marks over the shiny, rainbow lights at Victory Park. Arguments were all over social media, and even FrontBurner got involved.
Oddly enough, who was first to kick The Biggest Loser in its trimmed-down behind? David Finfrock, who took the torch from the great Harold Taft.
Delkus will get over this, as will his many viewers. It was not his fault, and people will figure that out. I'm sure the morning meetings were eventful today.
Do we need TV to tell us all that loud crashing and pretty lights could be dangerous? No. Do we need a weatherguy... girl... er, person (whatever) to tell us that swirling in the air means find a closet? Not at all. Is it a comfort we want in times of weather hysteria? Yes, and that is what WFAA 8 did not deliver.
Now if you excuse me, I'm going to try to deliver Delkus some Tylenol. Maybe I can get a follow after that.
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