ESPN's SMITH To Exhibit "A" Game In New Show

(From The USA Today -- By Michael Hiestand)

STEPHEN A. SMITH, through TV, is becoming a brand.

People who do that -- think wacky weathermen, catchphrase-driven sportscasters and ranting CROSSFIRE hosts -- presumably don't worry much whether some viewers will dismiss them as clowns. But Smith, propelled by an edgy style that's made him nearly ubiquitous on ESPN's various outlets, couldn't tolerate such dismissals -- "As a black man, the biggest nightmare is to be perceived as a buffoon, in any form or fashion. I'd rather have people perceive me as too serious, even evil."

The idea of anybody being perceived as evil on ESPN's SPORTSCENTER or NBA SHOOTAROUND, where Smith pops up constantly, might seem a bit over the top. But Smith, who just got his own local radio show on a station in New York and who will get his own weeknight ESPN 2 show, QUITE FRANKLY, beginning in August, sees his career as having broad implications.

"Black folks constantly stop me on the street," he says. "They say, 'You're the guy. We have you. Don't forget about us.' What the black community has continuously complained about was lack of representation (in the media). It's not that I always agree with black folks, but it's my responsibility to give their take."

Strictly from a TV perspective, this seems like a promising game plan. TV sports, beyond occasionally citing percentages of Hispanic baseball players or African-American head coaches, largely avoid dealing with issues involving race. A willingness to raise them at least occasionally could help nearly anybody in TV sports make the key step toward becoming a brand: make sure you get noticed.

AL JAFFE, who oversees hiring of all of ESPN's on-air staffers, says Smith has "huge upside" and is "a unique talent. He makes people sit up and take notice, and not many people can do that. He cuts through the clutter, and not just because he's loud. He's water-cooler fodder, a lightning rod."

Lightning rods makes for eye-grabbing TV -- HOWARD COSELL is Smith's "hands-down all-time favorite" TV announcer -- but also can end up taking shots. Like RUSH LIMBAUGH, whose ESPN career ended almost as it began for making a dubious comment with vague racial overtones. He resigned in October 2003, the same month Smith began at ESPN.

Smith, who hopes QUITE FRANKLY will be "a cross between BILL O'REILLY and LARRY KING," doesn't think he's "controversial," just "honest" and "demonstrative." And having sometimes been dubbed "Screamin' A. Smith" by critics, he says he wants to lower his volume. "I'm a bit too loud at times and wished I wasn't. But sometimes hearing producers (in his earpiece) you're literally talking over them to hear yourself."

Smith, 37, will be heard. As a student and varsity basketball player at Winston-Salem (North Carolina) State, he wrote in the school newspaper that famed coach CLARENCE "BIG HOUSE" GAINES, who ended with 828 career wins, should retire for health reasons. Smith says Gaines "came to my defense" in the ensuing "uproar" but also "benched me. I wasn't playing much anyway."

And not at all after a serious knee injury. Smith turned to reporting and has been writing for THE PHILADELPHIA INQUIRER since 1994. He recently cut back from writing 150 columns a year to 75. Using his middle initial is a "dedication to my mom."

Jaffe, who was a judge with Smith on the ESPN DREAM JOB game show that handed out a job at ESPN as the prize, says he saw Smith's "tremendous work ethic" during an ad break in the show. Smith, Jaffe says, got out his laptop to work on a column, then got a call from SHAQUILLE O'NEAL.

But too much versatility can lead to mediocrity, or worse. CLEVELAND CAVALIERS owner DAN GILBERT recently said Smith made up stories involving his actions. Smith, responding, is adamant -- "I swear on the grave of my brother I've never fabricated anything."

ESPN producer MIKE McQUADE, who tells Smith to smile more on-air, says QUITE FRANKLY will show viewers his "full personality. It troubles me that he's always labeled as a loudmouth. That summarizes TV in a nutshell -- people don't delve into the whole person."

What's there? Smith, single and without children, says his nieces and nephews think "he's a complete clown. They laugh at the notion I'm always serious." But he takes his TV potential pretty seriously. "My dream has never changed -- I've always wanted to be ED BRADLEY'S successor on 60 MINUTES."