It isn't quite so hard to imagine when you take a look at the decision-making process regarding whether or not to carry the President's press conference from the industry's point of view.
On Tuesday, an ABC News/Washington Post poll found President Bush's approval rating is at an all-time low of 47 percent, owing no doubt to some combination of a) still no weapons of mass destruction in Iraq, b) 60-day tour pitching Social Security "privatization" a bust, c) attempt to use Terri Schiavo for political gain backfired, d) nomination of John "Yosemite Sam" Bolton for U.N. ambassador turning into long nightmare, e) key House ally under attack for alleged ethical improprieties.
What's a president to do?
Hey, here's a great idea! Call a "news" conference for the first night of the May sweeps. That way, tens of millions of hardworking people who had been looking forward to putting up their feet and watching an original episode of their favorite show will instead see the president with his concerned face on, talking about how much he cares about soaring gas prices even if there is very little he can do about it immediately.
And schedule the news conference for 8:30 p.m. so that it doesn't just preempt CBS's "Survivor" but CBS's "C.S.I." as well. And not just NBC's "Will & Grace" and "Joey" (guest-starring Carmen Electra!) but "The Apprentice." Not to mention Fox's "The O.C."
Yes, presidential press conferences are vegetables, not ice cream. That doesn't change the networks' obligation to carry them. In fact, that's why it's an obligation, not something they can make money off of and are therefore eager to do. They make money every other night -- and, once again, let's remember they're making that money off the public's airwaves.
Did the White House have their own agenda in scheduling when they did? Gee, what a shock. But the networks don't get to judge those when they schedule the press conference. And, guess what, the press themselves don't particularly care, as evidenced by their constant carping about not getting enough cracks at the president -- once he steps out into the room he can't control what questions he gets asked.
Broadcast networks got word on Wednesday around 7 p.m. that the White House planned to throw a news conference last night.
Fortunately, though Bush runs the country, wiser men run the broadcast networks men who know what it means to preempt "Survivor," "C.S.I." and "The O.C."
So early yesterday, ABC was the only broadcast network that planned to carry the president's show. Viewers could, of course, also catch Bush on CNN, Fox News Channel, MSNBC, CNN Headline News and PBS.
Oh, yes, "wiser men." Because it's more important that we get another chance and another night of watching our favorite shows than of watching a presidential press conference?
The argument that the news networks would carry it is, of course, no argument at all. Because few people would turn away from ice cream for vegetables: that's the point. And, of course, that is no answer to the fact that it is the broadcast networks who have the obligation to carry this kind of event, not the cable networks.
But six networks just weren't enough for the president's program. So the White House started in with the "Sopranos" stuff, as that network suit described it.
And, again, "six networks" aren't enough because unless the three traditional broadcast networks preempted their big sweeps night no one would turn away -- isn't that the whole reason everyone was upset those shows were preempted to begin with?
"We have caved," one network suit reported sorrowfully late yesterday, referring to the broadcasters collectively.
In other words, they had to be forced, because left to their own devices, there's no way they'd what it was they were supposed to do.
And you wonder why the news divisions are in trouble, answering to these people?
There was a time when if a White House asked for time, it was given, without their reason for asking being second guessed. (Well, I'm sure it was second guessed, but the networks did the right thing anyway.) Of course, that was back when the networks were basically splitting the audience three ways, so the battle for ratings wasn't quite so bitter. But that was also back when presidents called far more prime time press conferences.
So, not only have we moved to a time when the networks are ceding political coverage to the cable news networks (the conventions, for example) we may soon reach the point where what was once considered a national news event (presidential press conferences) are given up as well, despite the fact that those were once considered public service, public events programming.
Why should any president give prime time press conferences under those conditions? If they aren't programmed in such a way that most Americans will see them, what difference is there between prime time and day time press conferences?
And how much longer will it be before the networks reject presidential addresses to the nation?
What, exactly, do they think counts as covering their public service obligation? Particularly now that the traditional nightly news format is under re-examination? Surely it isn't those loathsome "news magazine" shows?