Ronan Farrow: Who’s to Blame for Bad Ratings?

ronan farrowMany wonder why the fresh faced Ronan Farrow was given his own MSNBC show especially after watching the highly anticipated show premiere to low ratings last month. Well there are three simple little reasons: the promotional value alone which comes from being the child of Mia Farrow and potentially Frank Sinatra; his A-List good looks; and his fabulous twitter account.

Now this may sound trivial, however for someone to think otherwise is naïve. Some could argue he graduated from Yale Law School and worked at the U.S. House Committee but still there are plenty more qualified political personalities out there with resumes, which could fill a file cabinet however very few come with a built-in audience via their online personality.

Somehow Ronan manages to be very humorous, charming and insightful in every tweet without the unusual classic twitter mistake most stars make, overexposure, which makes it hard to believe Ronan Farrow Daily is struggling.

When MSNBC announced Ronan would be joining their network I admit, I thought it was brilliant in the way of bringing over his 238,000 twitter followers which would give him a running head start in the ratings. However, somewhere in translation from online personality to TV personality something became lost and Ronan lost his appeal.

I wonder if Mia Farrow is slightly to blame for her statement to Vanity Fair last fall regarding whether Ronan is or isn’t the son of Frank Sinatra. Could it be a distraction or maybe is Ronan just too good looking people lose themselves in those baby blue eyes instead of listening to him?

Or maybe he’s just not that same amazing personality on social media? After all, the first couple of weeks on air Ronan seemed tentative but uncomfortable at the same time.

Honestly, I feel a lot of Ronan’s failure falls on MSNBC’s shoulders for placing him in a format that doesn’t capture the spirit of his twitter persona. Essentially cable news networks have two types of formats the first being letting the news be the center of attention and second letting the host be the show allowing their personality to shine. This is the format MSNBC should have given Ronan.

MSNBC can still make the switch Ronan needs, it’s not too late. I hate to say this however Ronan could be a valuable lesson to network bosses that if you cannot gain from social media personalities then stay away from the social media pool of talent.

Photo Credit: Getty Images


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