Howard Cosell (ABC TV) contacted Muhammad Ali for an exclusive
interview after the Ali-Wepner fight. In classic form, Cosell goaded and
prodded Ali to fulminate. Ali obliged with a torrent of controversial criticism
against the referee. For the interview, Ali was paid $5,000 and was a member of
AFTRA, a union that represents TV and radio performers and employees.
The referee sued Ali for defamation. Ali’s attorney’s fees
soared to $193,353. He demanded arbitration seeking payment of his fees from
ABC. The arbitrator ruled for Ali, in these terms:
“In the instant case, I note Mr. Cosell has publicly stated
that his relationships on air with Ali were consistently designed to ‘challenge
him’ so that Ali would ‘bang back.’”
One lesson that is relevant today: If a news reporter goads
a public figure to make defamatory comments during a paid interview, the
reporter and broadcasting company share responsibility for the harmful message.
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