NEW YORK — Shortly after ESPN’s NBA pregame show began Thursday evening, panelist Jay Williams looked into the camera and said: “I’m not a liar.” Kevin Durant, warming up in Milwaukee for Nets-Bucks Game No. 3, would not agree.
Last week, Durant accused Williams of lying about a two-year old story the analyst told on national TV and radio. Williams recounted an alleged encounter he had at a holiday party, when Durant angrily said, “Don’t you ever compare me to Giannis again.” If Williams, who recited the story a couple of times, was lying he was doing it in great detail. Then again, Williams is a skilled communicator, rising to a marquee NBA studio role and one of the hosts of ESPN Radio’s morning drive show.
When it comes to his relationships with the media, social and otherwise, Durant has a history of sensitivity. Nonetheless, his experience dealing in this realm has given him insight on how the system works — a very keen insight. As part of his tango with Williams, Durant tweeted: “Mans will do anything to advance their careers in this media s---, wanting to be accepted by an industry that will dispose of you whenever they please.”
Durant is right. The stratosphere is filled with shooting stars who eventually turned into free-falling ashes. No matter if Williams is truth-telling or lying, the question is why he would resort to telling such an old story to dish on Durant? At least one conclusion can be drawn: Williams has two high-profile gigs, which pay him nice moolah, and he wants to keep them.
In the current analyst climate, it’s not enough to break down strategy. You must deliver unique opinions, have a large personality, and (at least claim to) have the kind of access where you can name-drop and leave the perception you are connected enough to hang out at a holiday party with a cat like Durant. Not only that, but you are so “close” to the superstar you have actually done business with him.
It’s reasonable to suggest that with his two prime jobs, Williams could be feeling some pressure. As a featured face in ESPN’s NBA studio, Williams is part of a show that’s historically been a revolving door. For the most part, it’s a short-lived gig. If the Bristol Faculty ever wanted to hold a reunion of former NBA studio cast members, they would have to rent Yankee Stadium.
On TV, Williams doesn’t only have outside competition, most notably from TNT’s acclaimed NBA studio team. He also has to stand out among ESPN’s marquee faces like Jeff Van Gundy, Rachel Nichols, Mark Jackson, Adrian Wojnarowski, Stephen A. Smith and Kendrick Perkins.
On the radio side, Williams (with Keyshawn Johnson and Alan Hahn, filling in for Zubin Mehenti) is working on a ratings-challenged show. His Durant anecdote brought it some rare, much-needed, attention and controversy.
This is good for business indeed. Yet now, whether it’s on TV or radio, whether he is lying or telling the truth, what is Williams going to do for an encore?
