A blog about television by TIME’s TV critic James Poniewozik.

Don Imus, R.F.D.

A big part of me was hoping that Don Imus' rumored return to the air would stay a radio and not a TV story, so that I could blissfully ignore it on Tuned In. But you write a cover story on the guy, and you have certain obligations. It's the Pottery Barn rule of journalism.

And in a twist on the story in today's New York Times, it turns out that Imus' comeback--first reported by Matt Drudge to be planned for December on New York's WABC radio--has a TV component after all. A farm-TV component. RFD-TV, a channel aimed at rural communities, is reportedly in talks to simulcast the show by sometime rancher Imus. Apparently the channel is less viewed than his former network MSNBC, if such a thing is possible.

I've said before that I'd rather see Imus dealt with by the market than by the paternalism of his employers; I thought his show was obnoxious and unfunny with or without the "nappy-headed hos" incident, but the only way to really send that message is for his fans, and his prominent guests, to decide that his swaggering-hombre act is played out.

But if you feel further punishment is in order, Imus would at least be returning to the air in appropriately reduced circumstances, without the vast CBS Radio network and a cable-news platform. (They'll still back up the Brinks truck for him, I'm sure, but does anyone think it's about the money for Imus at this point?) And whether he takes to the air chastened, or becomes a shock jock with a vengeance again, it will almost certainly--for the time being, anyway--be without the high-profile journalistic and political suckups who gave him the validation he so dearly craved.

Pundits and pols, after all, are two of the most cautious species on the planet, and now that it's as safe to spurn Imus as it used to be to plug themselves and their books on his show, they'll stay away. As I believe they say in the farm-TV business, you reap what you sow.

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  • 1

    I don't listen to him, but I don't expect to see any kind of change. Have Opie and Anthony or Howard Stern ever changed their ways over public outcries?

  • 2

    It's incredible to me that those who are afraid that Imus will return as the ugly shock jock was never paying attention in the first place. In 1971 when Imus arrived on WNBC 660 AM in New York he was so outrageously different that it was easy to tag him as a "shock jock." That was 1971. 20 years later it was a very different Imus who evolved from the guy who asked women, "are your peached fuzzy?" to a serious news/political junkie who began to interview so-called local big name politicians. When his show became syndicated and heard in many markets his selection of politicians became national. He also became an on air force to educate the public about the horror of Sudden Infant Death Syndrome. His concern about children's health grew and he built a working Cattle Ranch in Ribera, New Mexico to assist children and their families who were dealing with cancer and SIDS. His work and his sincere concern on behalf of and for entertainers of color, public office holders of color and with clergy of color is legendary--and all true. The 7:30 to 8:00 am half hour was the best in radio every day Monday thru Friday as he had his most notable guest and interviews. And, I might add that he became a GREAT interviewer. Then the disaster struck and he was vilified beyond any reason. Imus did all in his power to refute the belief that he was a racist but the drumbeat of fear and hate removed him from the air. It would make just a little sense for those who have an opinion to have some solid information about the life, the talent, the sincerity and the greatness of this good and decent man who made a mistake in judgment and paid more than anyone ever had to pay. By the way, Keith---How can you tell if there is a change IF you do NOT listen???

  • 3

    Do you seriously write for Time? Wow, they'll let anyone work for them these days, kind of like the NYT I guess. When I was a kid, Time and The Times were huge...no more and I won't be introducing my kids to them.

    I will be listening to and/or watching Imus on 12/3. Imus appeals to intelligent, educated people which explains why you don't watch/listen. RFD TV sounds so great because it's the direct opposite of obnoxious PC garbage like Time. I will not be buying your magazine any more. Imus fans are too good for this BS.

  • 4

    Watching Sharpton, NOW, NABJ and others enter into the fray and attempt to silence IMUS once again is pathetic although I expected it. I say.....

    FIRST: Any group who uses their influence and their voice to silence another has completely invalidated themselves.

    SECOND: If someone is leading an effort to censor someone or merely sitting idly by and observing such behavior in others, they are opening the door to have someone eventually censor them. You can't have it both ways, not in America.

    THIRD: IMUS IN THE MORNING is an example of cutting edge & original humor. Along the lines of the original cast of SNL, Richard Prior & George Carlin. What if those voices had been silenced?

    FOURTH: You cannot simply take a "snapshot" of something someone has said or done (good or bad) and use that moment in time to define that person in total, unless of course we are talking about criminal matters. We are all made up of many "snapshots" and nobody would care to have such a standard applied to them. Before anyone forms an opinion of IMUS or attempts to keep him off of the airwaves I would suggest they take a few hours to learn about who he really is as demonstrated by what he has done with his platform. Google The IMUS RANCH, or the INTREPID FALLEN HEROS FUND for starters. Find out for yourself, don't let someone do your thinking for you.

    FIFTH: At the very beginning of the IMUS/Rutgers debacle NABJ members, Roker, Ifel, Sharpton & Jackson to name a few, propped up their position of calling for IMUS' head on a plate by insisting that it would lead to a "national conversation" on issues of race. Where the hell have they and their "national conversation" been for the past 6 months? Don't you find it interesting now that IMUS & his supporters finally get a shot at having a voice in the "national conversation", detractors want it silenced. What a bunch of opportunistic, self important frauds!

    FINALLY, here's an All-American-Original Thought: Don't like IMUS, turn the dial. Don't want to support IMUS, don't buy his advertisers products. Let the free market decide on IMUS.

    Lord Hear Our Prayer

  • 5

    You really don't get it. First of all, Imus didn't "crave validation" from "high profile journalistic and political suck-ups." Au contraire, these self-absorbed suck-ups craved HIS air-time and HIS approval, for few could push a book or an artist to the top of the best-seller list as well as Imus could to his inquisitive and affluent audience. Furthermore, if you really think RFD-TV is evidence of "appropriately reduced crcumstances," once again, your vision is short-sighted. Such an Imus-friendly network allows him to avoid being muzzled by network or cable "suits" who would stifle him. Rest assured, the millions of Imus fans across the nation are poised and waiting anxiously for his return. Wherever he lands, we will follow. Stay away and turn the channel; it's your right not to watch, but it's our right to watch him and HIS right to free speech. Remember that little Constitutional guarantee?

  • 6

    Are you as outraged by rappers and rap moguls such as Russell Simmons, Snoop Dog, etal., BET and music execs who have accumulated billions of dollars by denigrating the women of their own community? Perhaps a class action suit is in order. Why don’t you demand the immediate firing of these rappers and executives? Why don’t you demand the firing of Isiah Washington? The hypocrisy is staggering. "Protests" and "marches" now and again will not suffice, nor will "recommendations" by Russell Simmons to refrain from such language. I am also still waiting for Sharpton to organize a boycott of the advertisers who sponsor misogynistic videos on BET and rap lyrics on the radio’s public airwaves. They are a disgrace to the legacy of Martin Luther King and the real struggle for civil rights!

    From my perspective and as a feminist and female listener, the feminists of yesteryear propelled us to positions of unimagined strength and power. But, thanks to the new generation of NOW and its PC cohorts, today’s generation has transformed us into whining victims in need of protection, lacking the spine to laugh at ourselves and laugh off tasteless and poorly conceived humor, or at least, to dish it right back. Perhaps that explains Justice Kennedy on the Supreme Court when he wrote that women need to be protected from themselves because they don’t always realize the consequences of their actions. Where was NOW on this issue? This is how “untold” numbers of women are hurt because of actual legal policy, not because some idiot on the radio makes a stupid joke.

    I don’t want to live in a sanitized society in which every utterance is scrutinized and is “approved” or “disapproved”. I would rather be offended than have a self-appointed thought police determine what I can and cannot listen to or what should or should not offend me. Who appointed Sharpton and the NABJ as the thought police and arbiters of virtuous radio behavior? This is straight out of the former Soviet Union’s propaganda machine. Or, perhaps you are ignorant of the history of totalitarian governments – so-called “offensive” remarks, and off to the re-education camp you go! Tomorrow it may be you who are fired because some pressure group of the month will have construed your commentary as offensive, for whatever reason.

    It is clear that the critics had never listened to the entire content of the show and don’t know what they are talking about. If you do not find a radio or television program to your liking – then TURN THE CHANNEL. If you don’t find that Imus has anything of value to offer, that is your prerogative but such an opinion is irrelevant. You have no right to impose your sensibilities on others, just as others do not have a right to compel you to listen to a broadcast that does not interest or appeal to you. If one believes in a free society, no speech should ever be suppressed or censured by whatever pressure group of the month — if you don’t like it, argue against it or turn it off.

    And yes, I can’t wait for the return of the I-Man, hopefully with his entire crew intact, unchastened and unleashed, not a kinder, gentler, Imus lite. Yes, the joke about the Rutgers team was insulting, but was spontaneous banter within the context of the show which has always been an eclectic unpredictable mix of satire, juvenile comedy and serious politics. That is why it was so entertaining to his listeners. But the humor was not malicious in its intent, and certainly not “reprehensible”,“despicable”,“ speech”, and other hyperbolic characterizations. The likes of Michael Savage, Rush Limbaugh, Neil Boorz, and others spew racist content as serious ideology on a regular basis. I believe it was Neil Boorz and Glen Beck who described the victims of Katrina as thugs, thieves and hoodlums deserving of their fate – and they were not kidding. I don’t recall anyone clamoring for their immediate dismissal. And I would not support their dismissal from the air – I would rather argue against them.

    The “market” did not fire Don Imus since we, the listeners/consumers are the market, and Capus and Moonves did not consult with us. It is a mind-boggling disgrace that such craven “executives” caved into a group of employees when making a business decision, rather than considering the actual consumers/listeners who buy pay their salaries by tuning in and buying the advertised products.

  • 7

    "Apparently the channel is less viewed than his former network MSNBC, if such a thing is possible." Thanks for the laugh on that one.

    I challenge anyone to watch the video of the now famous NHH comment and you will see without a doubt it was said without malice. A mistake, well, obviously so.

    I started watching Imus when he came on MSNBC and I just fell in love with him and the Imus in the Morning Program. As a woman, I resent interference in my life by groups such as NOW who "claim" to speak for women.

    I hope he does get a simulcast just because tv has been my experience with the show. I feel there is so much to miss on radio, such as the hilarious appearance of some of the character impersonations, and, of course, Bernie's FedEX hat. The visual is just too funny to miss.

    If he does appear on RFDTV, it won't be long before that little network will be huge. You can believe that Imus has millions of fans just waiting to do whatever it takes to receive a signal, no matter where he lands. We are also more than anxious to spend money on the sponsors.

  • 8

    I am truly disturbed at your take of Don Imus and Company returning to the airwaves. You depict his new employer as one that is less expansive as CBS.

    CBS radio has been shedding radio stations left and right to give their shareholder a profit. And your research into Citadel Broadcasting is far from accurate. The leader of Citadel is Farid Suleman. A man that learned from Melvin Alan "Mel" Karmazin of Sirius Satellite Radio and a believer in the future, not the past. They (Citadel) also command many affiliate stations all over the Country. More then CBS radio. And I am talking about the AM and FM side.

    Now on the Simulcasting on TV. RFD-TV is a Rural Free Television station on Satellite and cable channels in major markets. Not only the farmers or ranchers you mention. They have a viewership of 30 Million. Obviously all 30 Million would not be interested in Don Imus' type programming. But MSNBC was not the main force behind Imus. And now with Morning Joe, they are slowly dying.

    If you are going to report a story. Get your facts straight.

    We the Imus fans do not appreciate half baked reports. But what do you expect from a liberal magazine.

  • 9

    @Michael Krauss - I'm not interested in whether or not there is a change. I don't listen to Imus since I have no idea where to hear him in my city. I listened to him every morning back in 1999 and 2000 when I was working out of state and he was on the only talk radio station I could pick up. What I was attempting to say is that I don't expect him to be any different than he was before. How many entertainers who have been called on something and even lost their job over it, backs down and acts differently when they get a new job? None I am aware of. Do you expect Imus to operate any differently than he did before? If not, then you are in agreement with me.

  • 10

    I am a highly educated, enlightened, successful, affluent mature female.

    I have been listening to Imus for years, and years, and years.

    He is neither a racist nor a chauvinist.

    I look forward to Imus' return to broadcasting, either radio or television, or both. He will simply add yet another voice to the already elevated conversation we have in the media today.

    If you note a degree of sarcasm, how observant!

  • 11

    A pretty lame post - Pottery Barn journalism? Don Imus' show was very important to many people and charities but I know you're busy reporting on Desperate Housewives and Dancing with the Stars, such pressing issues. I almost hate to post because it gives your silly blog credibility but supporting Imus is more important.

    In any event, I'm digging the idea of the show being on RFD-TV. I'm so sick of the cable news channels and why shouldn't a nice network like this benefit for Imus and all of us who support his sponsors? DirectTV, here we come.

    Counting down until Imus returns....45 days

  • 12

    I don't know where Imus will turn up on TV, which Network(s) would carry him. I know the NYT piled on with everyone else, when he was fired last April. I know he had people from the NYT on his Imus in the Morning Show. I watched the WEASELS desert him. All those years, they knew Imus was a racist and a sexist but still they would come on his program ??? After 35 years on the Air, they just figured out who Imus was? (SARCASM) Puleeze, his fans got it, all of you who bailed on him, all the WEASELS. I don't get my news from the Jayson Blair's Times..anyone checked their stock lately it has dropped and now it is digging.

    You all, are counting on the MSM for distribution of the Perception you want people to take away from the Imus debacle, old tech...well guess what new tech is out in front and has left old tech in the dust. Advice change or parish.

    I will wait for a Newspaper with some credibilty that reports on the TV side of Imus's return to the American Airwaves. Imus has got your number and so do his fans. "Got Imus"

  • 13

    James,

    You may offhandedly dismiss this. Say well sure he's coming back but to a diminnished audience without CBS and NBC but Citadel aint no slouch. And WABC has been the standard in Radio for over 50 years.

    CBS and NBC have paid the price for their rash decision and arrogance. Morning Joe's numbers are a pittance of what Imus's were. WFAN is losing money in the mornings by the bucketful. Poor Les Moonves had to take a pay cut to make up for the loss of revenue and that nasty breach of contract settlement.

    And as for RFD TV.

    In a lot of ways it makes Imus fire proof. He’s bigger than they are. I’ve been following media my whole life and I had never heard of RFD till the ranch special.

    They’re small, Imus will make them huge. Remember TBS, cables first “Super Station”, started as just a cheap way for Ted Turner to market the Braves across the south.

    What were I-Mus’s TV numbers? Bring that number to your cable company, its probably more than any thing RFD (and most morning cable programming) has done.

    And as for their “current” audience, who are they? They are US. More Autism Moms, More struggling families, More Vets and their families. More Americans.

    I’ll bet you his numbers double in a year. At most of the Pro-Imus sites people here are already talking “What do I have to do to get it done?” And there hasn’t even been a formal announcement.

    While FoxBusiness or even Comedy Central might seem better choices, one way or another, Murdoch and Viacom are both owned by one faction or another. RFD is free and clear. And they just became players.

    I think Imus and them will work well together growing the station into a real power. A real voice.

    We focus too much on RFD’s diminutive stature in the broadcast world.

    It’s a case of “If we Build it, they will come”. Let your cable company know you want it.

    Remember, little bitty David took down Big Bad Goliath with nothing but a couple of stones.

    And IMUS has got stones to spare.

    P.S to RFD’s Advertisers and potential Advertiser;

    We are the I-nation and after and after 7 months of boycotting his former sponsors (except, of course, the Lovely Cindy Bigelowe and Bigelowe Tea) we’ve got plenty of money to spare.

  • 14

    Wow, you just got hammered by some serious Imus fans.

    Just to reinforce the point... saying that Imus' show is obnoxious and unfunny shows that you have NO IDEA what his show was about. It was the furthest thing from shock-jock humor I've ever heard or seen. It was a serious (not regurgitated) political discussion without all the BS found on regular morning "news" shows. The only obnoxious thing about his show was how much time he spent plugging his ranch (which hosts kids with cancer) and Autism and Sudden Infant Death Syndrome...

    James, you should examine how easily you fell in line like a good little fascist to condemn Imus, when you have scant (if any) knowledge of his show.

  • 15

    JAMES,

    I am a highly educated, enlightened, successful, affluent mature female.

    I have been listening to Imus for years, and years, and years.

    He is neither a racist nor a chauvinist.(cas, copying your words)

    After reading your article you impressed me as being a novice, immature reporter clueless to the content of Don Imus and Company program.

    Where ever IMUS goes, I my TIVO, and computer shall follow.

  • 16

    Wait, I'm not an American, I don't live there, and so I never did get this. I thought I knew what racism was, but apparently I'm wrong.

    As a white man, I cannot call a black person a "nappy-headed ho" because that would be both racist and rather unkind besides. Well the "Ho" part would be very unkind and the "nappy-headed" part would apparently be racist, though I'm not sure how. Is it racist if my girlfriend is called a "straight-haired ho"? What should I be calling someone with nappy hair if not nappy-haired? You Americans make me scared to mention a person's haircut. I may be missing some context here, so feel free to fill me in.

    So this Imus was very insulting indeed, and he should apologise sincerely for that, but was there really racism or was that just sort of assumed because the insulted party was black?

    But some of the black people call each other that in rap music? And they can call me "honkie" and "cracker"? They say "black power"? You can get arrested in my country for saying "white power". Immigrants and minority groups in my country generally aren't inclined toward insulting themselves in songs, they're usually putting their effort towards education and wealth and learning the language.

    I don't understand your country, most of you must be crazy.

  • 17

    Got here hoping for more news about Don's return. I really tried to watch Morning Joe...like Willie, always liked his Dad. But, my word, Joe is such a controlling blowhard.Doesn't let Meeka (sp) ask questions of republican guests. It always seems like his question is his answer and the answer of the guest is tolerated until he can again take over with his opinion. I miss Don asking a guest a question and then shutting up and REALLY listening to the answer...and letting that answer form and inform his next question. I miss a grouchy senior citizen every morning...I live with one, hell, I am one.

    PC grocery store in my town took Imus Ranch products off the shelf when he went off the air. I now drive 32 miles to shop and took the time to tell the store manager (politely, it wasn't his decision) that they weren't about the kids, they were about the free advertising.

    As to each of you who hold the opinion that Don will not change...Let's see, he used to be a shock jock, alcoholic junkie. Last I saw him he was a tough political satirist, stone cold sober who didn't take crap from anybody. Oh, yah, and he put his money where his mouth was.

    As someone before me said, we're here; we're educated; we have money; we have values. We're the best darn thing that could ever happen to RFD.

  • 18

    I think the interesting TV story here is to imagine imagine the dilemma facing the President of RFD-TV. Here's a chance to greatly increase your audience, both by attracting the Imus fan base, and by leveraging that to get carried on more cable TV systems.

    But it's taking the chance that "bad evil Imus" returns and says something which causes the very Rev. Sharpton to start picketing outside the offic.

    You could call it "making a deal with the Devil." But that can't be right -- all Imus fans (like me) know that the Devil is... Hillary Clinton!!!

    Here's hoping that a lot of the regular guests will look deeply into their hearts and find just enough forgiveness to go back on the show. Who will be first to dip his/her toe in the water?!?!

  • 19

    The very best Christmas present for me this year is Mr. Imus' return and I am counting the days...I have missed him terribly since April and have spent those long weeks sending snail mail and email to any and everyone trying to help get him back. Imus has legions of very devoted fans and we are really happy and excited that he is FINALLY returning!

  • 20

    My heart went to my stomach as soon as I heard Imus say "nappy headed ho" because I knew that Al
    and J.J. would make the most of it. Imus did not mean the expression the way they took it and they know it; they just wanted an excuse to get on the soapbox. They both are two of the biggest hypocrits I have ever seen. I have been going on the internet every day trying to keep up with and find information about him coming back and praying every day for it. I NEED AN IMUS FIX!!!!
    So glad your coming back IMAN!!!!

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