Mayhem, TNT telling it like it was with inside tale of 'MNF'

Seven years after his death, legendary sports broadcaster Howard Cosell is returning to the media forefront, first as a seminal character in Michael Mann's biopic "Ali" and now as the central figure in Turner Network Television's original telefilm "Monday Night Mayhem."

Based on the book of the same name by Marc Gunther and Bill Carter, "Mayhem" recounts the early years of ABC's enduring primetime sports franchise "Monday Night Football," with a focus on Cosell's larger-than-life persona, his relationships with co-hosts "Dandy" Don Meredith, Keith Jackson and Frank Gifford and his own personal struggles.

Although "Mayhem" was greenlighted before Turner Broadcasting Systems chairman Jamie Kellner took over in March, TNT officials said it represents the new regime of developing fresh, topical films and underlines TNT's new branding mantra, "We Know Drama," rolled out in the summer.

 "It's emblematic of the kinds of movies we'll be making going forward," TNT senior vp and general manager Steve Koonin said. "It's also a story that is contemporary in scope with a clear concept to them. It's part of TNT's bigger programming strategy to mix original movies and series and acquired series and films."

Koonin said "Mayhem" also is the beneficiary of parent company AOL Time Warner's monster cross-promotional/multimedia clout.

"We have a lot more resources at our disposal," Koonin said. "We've used the AOL Time Warner asset matrix to set us apart from other network's films."

Launched in September 1970, "MNF" changed America's viewing habits, achieving in a relatively short span of years the status of a pop culture institution and transforming its hosts into icons of public consciousness, something Cosell seemed to understand even at the outset of the program.

 "What do people talk about on Tuesday morning? They talk about me and Dandy and even Keith (Jackson, who preceded Gifford in the booth)," Cosell told a group of journalists about the emerging success of "MNF" during its inaugural season. "We have become, if I may continue to tell it like it is, which is my nature, bigger than the game."

Rife with power struggles, ego clashes and ratings pressures, the story of "MNF's" beginnings seemed tailor-made for Hollywood. But the critical challenge for the creators of "Mayhem" was casting an actor who could tackle the complex role of Cosell.

 "We certainly had concerns regarding the role of Howard," said Robert DiBitetto, former president of TNT original programming, who left TNT last month after Turner absorbed its originals group under Koonin's wing. "The risk was (that) we all remembered him and had seen lots of people do good impressions of him, but that isn't acting, that isn't dramatic, and that isn't real."

The filmmakers said they were looking for someone who could deliver a dramatic performance and capture the sportscaster's distinctive voice and vocabulary.

"There's a limited base of reference when you create a role for historical figures like Napoleon or Ben Franklin," the telefilm's executive producer Leslie Greif said. "But when you take somebody as famous in modern times like Cosell, everyone has an expectation, a frame of reference. You are talking about a character who lived in your living room every Monday night for 13 years."

Added "Mayhem" director Ernest Dickerson: "Our challenge was to get an actor who could transcend all the familiar cliches or the impersonations of what we think Howard Cosell was and turn that person into a man with flaws and feelings and the contradictions within that Howard had."

That actor proved to be John Turturro, who had originally been set to portray Cosell in "Ali" but bowed out to accept the role in "Mayhem."

"I felt if I was going to take a shot at Howard, this was a well-observed, well-written version," Turturro said. "It sounded like Howard. Though it's not just about Cosell, there's a lot of his personality in it."

To prepare for his performance, Turturro read Cosell's books, interviewed his former associates and listened to his old TV and radio shows at the Museum of Broadcasting and Television in New York. The actor said he fully realized the potential for parody inherent in portraying such a mythic figure.

"You have to deal with all the human aspects of it and see how that relates with you," Turturro said. "Doing an impression is very different than doing a performance. You have to be able to act with the voice in whatever you're doing (and) give a performance."

In an interesting twist, Turturro recalled rehearsing for the part long before he embarked on his professional acting career.

"I grew up a sports fan," Turturro said. "My dad was an amateur boxer, and I could remember I used to do skits and impressions for him. I had Cosell interviewing different boxers and other athletes. Not long ago, I found those notes on yellow legal pads from my childhood. I could remember watching 'Wide World of Sports' and 'Monday Night Football' with my dad, and he'd say, 'Ah, Howard doesn't know what he's talking about.' "

To shape the project and infuse it with a sense of history, the other members of the creative team also drew upon their memories of watching "MNF." Ultimately, the film, shot entirely in New York, became a labor of love.

 "I very vividly remember the level of excitement, candor and the less reverential treatment the sport got on 'Monday Night Football,' " said Gunther, who co-authored the screenplay with Carter. "Howard was really a creature of the '60s in many ways. He was willing to question authority and say what he thought. 'MNF' was a breath of fresh air to the sports television industry."

Added Dickerson: "Cosell made 'Monday Night Football' popular because he dramatized it like nobody could. He had a way of really putting the personal into the game and emphasizing the drama. That is what 'MNF' did. It was the first time fans really got inside the game. It was the first time we heard controversial views about what was going on. Like Howard told ol' cowboy 'Dandy' Don, 'You wear the white hat, and I'll wear the black hat,' because Cosell was never afraid to say something that was unpopular."

As much as Cosell dominated the show, there were other factors that contributed to the success of "MNF" -- chiefly the state-of-the-art production values implemented by the team behind the lens, led by "MNF" executive producer Roone Arledge (John Heard) and director Chet Forte (Nicholas Turturro).

" 'Monday Night Football' was Howard and the banter and insights of the three hosts that drew in viewers," Dickerson said. "But it was also the design and coverage that Roone Arledge and Chet Forte developed that distinguished the look and feel of the game itself."

Arledge inherited college football when he joined ABC in 1960, and it was his idea to add up-close-and-personal features and celebrity appearances to the televised sports formula while still ensuring that his announcers would offer an in-depth analysis of every aspect of every game. He is keenly responsible for orchestrating the right chemistry to support the "three men in a booth" concept.

 "The quality of production was so much better than anything that had been done before, and Forte was a fantastic director," Gunther said. "His ability on camera selection and setting the pace of the broadcast and getting much closer to the game were great."

"MNF" was the first to use nine strategically placed cameras to capture the action on the field and the reaction in the stands; the program also was the first to institute instant replay to analyze plays.

"The blueprint for the show's success stemmed from Roone's vision," Greif said. "He used football as the backdrop for an entertainment entity."

Dickerson said he hopes that the film will give viewers unparalleled insight into the formative years of one of the biggest names in sports television.

"I hope viewers will come away with a greater appreciation for that revolution in sports and television that Roone Arledge started with 'Monday Night Football,' " Dickerson said. "We take it for granted nowadays. I also think some, like myself, will have a reassessment of Howard. Growing up, Cosell was the man you loved and hated. I wanted to know more about him and come to grips about how I really felt about him."(Copyright Ph: Gregory Heisler / TM&©2001 TNT)

"Mayhem" will debut at 9 p.m. Monday on TNT.