Michael Kay’s first show as the new simulcast of his ESPN radio show on the YES Network replacing Mike Francesa’s WFAN show began with an act that is indicative of what we can expect moving forward. Hopes that Kay would alter his sycophancy, self-promotion, pettiness and pretentious ridiculousness were dashed immediately after 3 p.m. EST on February 3. As the show began, on display in front of Kay was a bottle of Diet Coke. After their introduction, Kay’s flunky/partner Don La Greca lifted a garbage can up for all to see and Kay theatrically tossed the bottle into the trash.
For those not familiar with the reference, Francesa always has an open bottle of Diet Coke in front of him from the beginning of the show to the end. It’s become a running joke known to frequent viewers. In a misguided attempt at humor; to flaunt the fact that he’s replacing Francesa; or simply because he’s obnoxious, Kay’s childish, poorly planned and blatant moment of flamboyance did little more than validate the reputation he’s carried with him since his rise to prominence on Yankees broadcasts first on the radio then for the YES Network. Constantly fighting battles that only he sees or cares about, Kay’s penchant for carrying out personal vendettas over the smallest perceived slights has blurred the line that he himself created as he portrays himself as an objective sports analyst while simultaneously being an employee of the Yankees rooting for, promoting and self-righteously “protecting” the brand.
Lest anyone believe that his new gig with his show being on YES in lieu of Francesa’s would lead to an altering of that template that he’s crafted. The Diet Coke stunt—and that’s what it was, a stunt—clearly indicated that it’s going to be more of the same from Kay. In fact, it might get worse.
What was the purpose of it? It wasn’t a knee-jerk idea that they did without thinking about it. If it was, where’d they get the bottle of Diet Coke? Saying something stupid can be done in a split-second. To put forth the effort to go and find a bottle of Diet Coke, strategically place it in front of him for all to see knowing that Francesa-watchers would understand the symbolism and have his partner pick up the trash can to dispose of it in such florid fashion took planning. It wasn’t well-thought out, it wasn’t funny and, unless Kay’s intent was to say, “Hey, I’m still a jerk!”, it wasn’t necessary.
And that’s the key. If Kay was truly trying to go mainstream and stake a claim for his show as a nationwide entity, he’d have to tone down his act from a Yankees shill who behaves as a petulant infant using his forum to promote his own agenda and alter his persona and content. Whether that was ever a consideration is known only to Kay. Or perhaps he thinks he is toning down his act which would be even more disturbing considering his initial move on the open of his show on YES.
Kay has his shtick that he’s used ad nauseam since he arrived in the Yankees radio booth. From the over-descriptive “interlocking N and Y” as if he’s painting the word picture for someone who’d never ever seen the Yankees hats and uniforms; to the lame catchphrase of “See ya!!!” on a home run; to the “Lllllet’s do it!!” at the first pitch; to the recitation of Billy Joel lyrics to conclude each and every radio show as if he’s doing something different from the rest of the radio talk show world, it’s all about him and what he believes people want to hear from him.
If asked about it, Kay would undoubtedly say, “The fans expect it from me.” It’s irrelevant whether or not he’s aware that the expectation lies more in the reality that he’s the goofy, annoying guy at the party with the lampshade on his head thinking people are laughing at his antics when the truth is they’re laughing because he’s making an idiot of himself and they’re too used to it to tell him to leave.
He enjoys hearing his own voice and insinuating himself into the moment as if the treasured memories of fans extends to his voicing of the narrative. Derek Jeter hits a home run for his 3,000th career hit? The moment has to be endured rather than enjoyed with Kay’s voiceover reading from a prepared and sickening speech about Jeter’s greatness. The Yankees win game 1 of the 2010 ALCS in a startling comeback over the Rangers? Kay takes that as his cue to pronounce the series over after the first game against a very good team that eventually wound up dumping the Yankees in six games. Joe Torre takes on Kay during his tenure as manager? Kay treats it as a personal affront and kicks Torre on the way out the door following his ouster claiming that he “protected” the former manager as if that was part of his stated job description.
His claims of objectivity are exposed as transient when the sets of rules by which he purports to base his analysis are conveniently ignored when the Yankees violate his principles. If it’s the Red Sox or Mets, there’s a “right” way to do things and for the most part, they don’t adhere to it. With the Yankees, there’s a separate, superior plane on which they walk because of their “rich tapestry of history.” Jose Reyes is removed from a game to win a batting title, and the Mets have gotten it “wrong” from “day one.” Bernie Williams does it and it’s glossed over for no reason other than he’s a Yankee.
You can’t be the objective analyst on the radio, then walk into the Yankees booth and blatantly push an organizational perspective as if he’s the game time front man of their PR department. You can’t be a friendly and nice guy off the air and then behave like a buffoon on the air when taking shots at the supposed competition.
That’s another dichotomy with Kay that is difficult to reconcile with the fool who took his pathetic and uncreative shot at Francesa: everyone who meets Kay off the air says he’s one of the nicest and most accommodating media people you could hope to meet. He’s friendly; he takes the time to talk to people; and is likable. Is that the real person? Is the radio personality staged? Or is it both? There are plenty of people in the media—in the New York market especially—who create an image of the generous, nice person and off the air they’re arrogant, condescending, dismissive and hypocritical.
Kay may believe that he got the YES gig because of his talents. In truth, he replaced Francesa because the organization wanted someone who was more in line with the club mandate of showing the Yankees in a positive light on the broadcast arm of their ministry of propaganda. Even with that, he could have begun the show in a positive manner. He could have said something to the tune of, “I know there are people who would prefer the other show to be seen in this timeslot; that many don’t even like me. But I’m here now and I hope you’ll give me a chance. I put on a good show. It’s a different show, but it’s good. The only way you’ll be able to decide is to listen objectively without any preconceived notions.” How would that have been viewed rather than tossing a bottle of Diet Coke in the garbage? He got attention he wanted, but it’s been universally lambasted. It wasn’t clever and it was gutless. Francesa himself summed it up when he replied to Newsday’s Neil Best’s query about it by saying, “Classless, loser move from two guys I have been burying in the ratings for over a decade.”
Like Francesa or not, he hit it right on the button.
If Kay’s intention was to give the new listeners and viewers a summary of what to expect from his YES show and wanted to do it in one brief and ill-advised move, mission accomplished. If YES isn’t already regretting their decision to choose brand loyalty over business, then they will be soon as Kay’s act destroys ratings and ruins what they built with Francesa over the course of his twelve years having his simulcast broadcast on their network. They won’t admit the mistake, but they made one. That became clear by 3:10 p.m. on February 3. Ten minutes after the start of a new era on the YES Network.