November 6th 2024.
The anticipation was high as the Channel 4 live coverage of the US election began. Titled America Decides: US Presidential Election, the show promised to bring insightful commentary and analysis on one of the most highly anticipated events of the year. However, just a few minutes into the programme, the former Prime Minister Boris Johnson started to grab the spotlight for all the wrong reasons.
It started innocently enough, with Johnson casually mentioning his new book, Unleashed, during a discussion. But as the conversation continued, it became clear that the ex-PM had no intention of stopping his shameless self-promotion. He even went as far as bringing a physical copy of the 784-page book to the studio, much to the dismay of his co-host, Krishnan Guru-Murthy.
Guru-Murthy's repeated requests for Johnson to "put it away" and "stop it, enough" fell on deaf ears. The former PM was determined to plug his book at every opportunity, even when asked to comment on pressing issues. Co-host Emily Maitlis tried to steer the conversation back to the election, but Johnson remained unfazed, stating that he was "blissfully engaged" in promoting his book and that it was available in all good bookstores.
As the night went on, Johnson's book continued to be the focal point of his answers, much to the frustration of his co-hosts and the viewers. Finally, after a heated exchange, Johnson was replaced on the show by Michael Cohen, a former lawyer for President Trump. It was unclear whether this exit was planned or not, but it was a welcome relief for many viewers who were left confused by Johnson's constant self-promotion.
Johnson's appearance on the show was met with mixed reactions from viewers, with some expressing their confusion and others criticizing his behavior. But one thing was for sure, Johnson's book was not selling as well as expected. Despite the ex-PM's shameless plugging, Unleashed only sold 42,528 copies in its opening week, which was well below expectations.
In the end, Johnson's appearance on America Decides: US Presidential Election will be remembered for his relentless self-promotion and not for any insightful commentary on the election. But one can't help but wonder, was it all worth it for just a few extra book sales? As the night came to a close, one thing was clear, the former PM's actions were "so cheap" and did not reflect well on his character. But with a new book to promote, it seems Johnson was willing to do whatever it takes, even if it meant demeaning himself publicly.
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