Topical-sketch writing were incredibly rational and well reasoned: don't do a joke if the subject doesn't deserve it. An ad hominem attack on someone might get you a cheap laugh, but it doesn't earn you any long-term trust. The biggest rule was: you attack whoever's in power. Don't bring your personal bias to the table.
Michael SchurThe first joke I got on the air I remember clearly. Dennis McNicholas and Robert Carlock wrote a sketch where they were evacuating the Titanic, and the last two guys on the entire ship were the two black guys, Samuel L. Jackson and Tracy Morgan. So Will Ferrell was running back and forth, saying, "All first-class passengers get in the lifeboat. All second-class passengers and third-class passengers get in the lifeboat. Let's get all the animals in the lifeboat. Let's put all the empty luggage in the lifeboat."
Michael SchurThe news is a public service. It's a way to inform people of what's going on in their world. And when you make it about ratings and make it about ad dollars, there's no incentive to inform people. The incentive is to be sensationalistic and get as many people to watch as you can without any regard for truth or objectivity.
Michael SchurSociety is completely unreasonable. People want everything and want to pay for nothing. They panic if they think about their taxes being raised, but if their garbage collection is a day late they scream and yell.
Michael Schur