Lester Holt puts NBC in the spotlight

These days, the battle for “eyes on” your content is fragmented so much that even the traditional Big Three Networks are desperate for ratings to control the narrative and satisfy their advertisers. In a 24-7 news consumer culture, the networks and their personalities are becoming as much a part of the story as the candidates themselves.


This has been seen multiple times over the past year. Like when Megyn Kelly spent some time as The Story after her infamous clash with Trump in an early GOP primary debate. Then, more recently, the slipshod hosting of the recent Meet the Candidates event created ripples of pressure for all moderators and media personalities who will come within camera shot of the candidates heading into November.

Into that shaky situation strides NBC’s Lester Holt, who will play the moderator of what might be the most hotly anticipated debate in modern history. When Holt grabs the reins of the NBC-hosted debate between Donald Trump and Hillary Clinton it will be the first time the two candidates will be in the room together as adversaries on the same stage. Leading up to this event is a context of headlines that describes a country in crisis. Riots in Charlotte, bombs in New York, and broiling unrest threatening to boil over in major cities from coast to coast. It’s a heavy load to carry into what is already promising to be a contentious, brutal conversation.

And not that long ago, it would have been unthinkable to have Holt in this position. In those days, NBC was Brian Williams’ network, but after a series of revelations about his less than accurate personal reporting surfaced, Williams was bounced from the anchor chair as his brand became a laugh line … and threatened to drag the NBC brand through the mud as well.

So, the pressure is on, but if you ask NBC, Holt is the man for the job, tough as it may be. Colleagues speak highly of the anchor, and he has done well during his recent elevation into the spotlight. Holt also offers a different dynamic to the proceedings. He’s not a career front man or polished Lead Actor of the sort typically thrust into the positions. Trump and Clinton both carry strong, overbearing personalities. One has a reputation for steamrolling the press. The other has a reputation for ignoring it.

This test will be Holt’s most direct opportunity to put the network on his back and rise. He could restore NBC to former glory or flame out and justify the as yet premature calls for the network to be seen as a dinosaur in a Digital Age. Should be interesting to watch.

Elie Hirschfeld is a seasoned real estate developer in NYC.