Ron Burgundy (Will Ferrell), we are told, was the greatest anchorman to have ever lived.
He taught the world what was right and what they should be interested in hearing about.
He was an old-style newsman, with salon-quality hair, of course.
But since we first met him in the original movie nine years ago, Burgundy had a fall from grace as the networks shunned him and the bottle grabbed him hard.
At his lowest ebb, he was saved.