How is this disruptive? Whoa, this news anchor (who just got word that he has two more weeks in his post) just announced that he’s going to commit suicide on air!

How does this ignite the story? Well, it ought to be cause for alarm, re-evaluation and compassion amidst Howard’s colleagues. Rather, his proclamation and his rants cause a ratings boom. As a result, the struggling network decides to capitalize off of the suspense, continuing to give him air time.

Note how the production team barely pays attention when Howard makes his announcement, which just makes you feel for him all the more.