Why First Take Has Earned the Right To Continue Embracing Debate on ESPN

In business, strategies evolve. Approaches change. Successful models mature, adapt and often take organizations in a new direction. ESPN is no different. The “Worldwide Leader in Sports” has consistently reshaped its talent roster, programming philosophy and distribution strategy to attract each new generation of sports fans. The network’s next evolution could involve moving away from its long-standing “embrace debate” philosophy on studio programming. If that’s the case, what does it mean for First Take, a show built on spirited arguments and larger-than-life personalities?

It’s well documented why ESPN embraced debate-driven programming in the first place. At the time, it made far more business sense to produce opinion-based programming that generated conversation than to rely solely on highlights and news. Audiences were drawn to watching two personalities clash in a public arena, hearing opposing viewpoints before deciding which side they agreed with.

That was 2011. Fifteen years later, the viewership figures still suggest the formula still works.

In June, First Take averaged 505,000 viewers per episode. That’s a 26% increase over the program’s figures from a year earlier. When Skip Bayless returned for a one-day reunion with Stephen A. Smith in May, the episode averaged 647,000 viewers, a 24% increase over the show’s average audience from January through May.

Looking strictly at the numbers, it’s fair to question whether moving away from “embracing debate” right now is the smartest strategy. That may also explain why Smith was so vocal following the recent departures of key contributors Ryan Clark and Cam Newton. Both became regular sparring partners for Smith, embracing the opportunity to go toe-to-toe on the biggest stories of the day.

Following Clark’s departure, Smith devoted nearly 18 minutes of his show to reacting to the decision, saying he wasn’t happy ESPN had included Clark in its latest round of layoffs. He also publicly shared a year-by-year breakdown of ESPN’s layoffs dating back to 2013, listing both the numbers and many of the names affected.

“I’m sorry for us that we aren’t going to have the opportunity to continue having you on the airwaves for ESPN, and specifically First Take. It aint going to be the same without you,” said Smith.

Did Smith know ESPN was preparing to shift away from the philosophy that helped make First Take one of the network’s signature programs?

According to John Ourand of Puck Media, new ESPN Executive Vice President and Executive Editor of Sports News and Entertainment Mike Foss wants programming that feels more authentic. If you’ve followed sports radio over the past decade, you’ve likely already witnessed this shift.

Rather than manufacturing conflict, Foss reportedly wants ESPN personalities to start ‘revealing’ more on the air. According to Ourand, Foss cited internal research suggesting synthetic conflict no longer resonates with audiences the way it once did. Heated debate isn’t difficult to find today. In fact, it’s everywhere. Social media feeds flooded with hot takes rewarded by engagement and reach. Cable news adopting many of the same techniques ESPN helped popularize years ago.

After nearly two decades of debate-first programming across multiple platforms, it’s understandable why ESPN believes the audience may be ready for something new. The bigger question is whether First Take should be the show leading that transition.

Its viewership remains strong, and it’s centered around the network’s highest-profile personality. That’s why the timing of this potential philosophical shift, coming on the heels of cuts to two of the show’s most recognizable contributors, is particularly intriguing.

It’s also difficult to fundamentally change a show built on an established identity. Viewers know exactly what they’re getting from First Take, just as they know what to expect from Pardon the Interruption. When a formula continues to deliver results and remains central to a show’s identity, changing it during growing success rarely makes sense.

That principle applies across television.

Pardon the Interruption recently posted its best June audience in five years. Would anyone seriously argue the network should reinvent one of its most successful programs? Sometimes things simply don’t need fixing.

Yes, ESPN can continue adding new contributors to First Take, especially with football season approaching. It can continue searching for personalities capable of challenging Smith the way Bayless and Max Kellerman once did. But altering the very foundation of how the show creates content for a growing audience should remain off limits until the results suggest otherwise.

The best executives aren’t simply the ones with the boldest new ideas. They’re also the ones who recognize when to stay out of the way of something that’s already working. Foss deserves credit for recognizing that sports fans are increasingly looking for authenticity over theatrics. That’s a smart long-term vision for ESPN. But successful executives also understand the difference between identifying an industry trend and disrupting a proven winner.

First Take remains one of ESPN’s biggest successes, and its audience continues to show up for exactly what the program has always promised. When that changes, then it’s time to rethink the strategy. Until then, the smartest move ESPN can make with First Take is the same one every great coach makes with a team on a winning streak: don’t overhaul what’s already winning.

Let the show continue doing what it does best while building around its success.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

<

John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.