Pundit on Spain's Cuatro apologises after wearing Morocco shirt on air

The image of a pundit wearing a shirt in support of Segarro in the middle of a national current affairs show has exposed the underbelly of an audiovisual business that rewards controversy and punishes mistakes only when the scandal spills beyond the screen. Paco Álvarez, a regular face on 'En boca de todos' on Cuatro, has had to come out and ask for forgiveness: "It was a mistake." The retraction, however, does not close the can of worms: the question hanging over the industry is who gave that contributor a slot in prime time.


Behind the anecdote lies a business model that has turned provocation into raw material. Talk shows on mainstream television feed on profiles capable of generating trends, even if the price is ridicule or diplomatic conflict. The problem is that this profitable formula seems to have a very thin red line: when a contributor goes from controversy to embarrassment, the channel prefers not to shoulder the cost and sacrifices the employee. Álvarez's case is no accident: it is the life cycle of a product designed to burn fast.


The reaction also reflects poorly on the hiring departments. While some reproach the pundit for crossing the line, others point the finger at the booking executives who fill the schedules with "clowns" and "hitmen" instead of professionals. The difference in standards hides an uncomfortable truth: in trash TV, scandal is worth more than analysis and notoriety is paid for with discredit. And when advertisers start to complain, the network does not hesitate to cut its losses.

The detail that completes the picture: it was not Álvarez's first controversial shirt; he had previously worn one in support of Zapatero. Small gesture, big noise. Next time, perhaps, a tie necklace.