Back in 2003, a very unusual TV pilot called Dirty Jobs, Forrest-Gumped its way onto The Discovery Channel and found an audience – a big one. For Discovery, this was a problem. You see, Dirty Jobs didn’t look like anything else on their channel. It wasn’t pretty or careful. It took place in sewers and septic tanks, and featured a subversive host in close contact with his 8-year old inner child who refused to do second takes. Everyone agreed that Dirty Jobs was totally “off-brand” and completely inappropriate for Discovery. Everyone but the viewers. The ratings were just too big to ignore, so the pilot got a green-light, and yours truly finally got a steady gig.
But here’s the thing – Dirty Jobs didn’t resonate because the host was incredibly charming. It wasn’t a hit because it was gross, or irreverent, or funny, or silly, or smart, or terribly clever. Dirty Jobs succeeded because it was authentic. It spoke directly and candidly to a big chunk of the country that non-fiction networks had been completely ignoring. In a very simple way, Dirty Jobs said “Hey – we can see you,” to millions of regular people who had started to feel invisible. Ultimately, that’s why Dirty Jobs ran for eight seasons. And today, that’s also why Donald Trump is the President of the United States.
-Mike Rowe (host of “Dirty Jobs”)
(H/T: Instapundit)
