As Big-Time Media Events Go, This Wasn’t Very Much

As the media arrived at the the posh U.S. Grant Hotel on Friday, they were greeted by a public relations professional offering the international greeting of media events: “Coffee and danish are in the back,” he said.

In the vernacular of the industry, the event was a “dog-and-pony show,” featuring Bruce Jenner as the pony. It was staged by NBC Sports; KNSD-TV (Channel 39), the local NBC affiliate; and local cable systems to tout the groundbreaking deal that will offer more than 1,000 hours of summer Olympics coverage on a cable pay-per-view basis.

It is an interesting experiment, the success or failure of which will have a lot to say about how television covers sports in the future. A press conference was in order, a media event.

These things are designed to generate a little excitement and maybe stir up a little free publicity. Often, they’re designed to make the organizers happy as much as anything else.

The public usually only gets sound bites from these events. They read the scintillating quotes. But they rarely get much of a glimpse behind the scenes, the flavor of the event.

Usually they trot out a NAME as bait--in this case, Jenner, an NBC commentator.

Also on hand, milling about under the chandeliers of the Grant’s “Crystal Room,” were a half dozen professional public relations types; at least four Cox Cable executives; a contingent from Channel 39, including Sports Guy Jim Laslavic; representatives of NBC, and a few execs from other cable systems.

Two reporters showed up.

Of course, it’s hard to get solid attendance at a dog-and-pony show when television stations aren’t going to attend. Press conferences are made for television. And, obviously, the other stations weren’t going to cover an NBC press conference.

As everyone stood around before the formal ceremonies, a Cox Cable spokesman asked the reporters: “Do you want to meet Bruce?” One reporter did.

After much milling, the panelists, including Channel 39 General Manager Neil Derrough and NBC coordinating producer Terry Ewert took seats on a dais behind paper placards bearing their names. An NBC V.P. introduced the group, mispronouncing Derrough’s name as “Duh-ROW,” the dog-and-pony show equivalent of President Bush vomiting at dinner.

They each gave their spiel, touting the historic implications of the collaboration between cable and NBC. Cable subscribers will be able to buy programming packages for anywhere from $95 to $170. It is exciting, they all agree. Historic. Jenner, the NAME, talked about the history of the Olympics. He was excited.

Using every rule of diplomacy, all the company representatives in the audience were given a chance to contribute. Two of the commercials for the package were shown to generate excitement--dog-and-pony shows require visual aids. The reporters asked a few obligatory questions. And that was it.

Ewert, who is touring the country doing these media events, captured the essence of the excitement, paraphrasing Yogi Berra: “I wanted to thank everyone who made this event necessary.”

Taking a shotgun to the barrier between covering news and making news, KGTV (Channel 10) has been relentlessly congratulating itself for last week’s “San Diego Job Exchange” telethon, running follow-up news stories all last week, often leading newscasts with breathless updates. The station also touted that more than 800 jobs were advertised by the event, as if all those were created that night.

During the period that I answered the phones during the telethon, I received several calls from employers who clearly saw the telethon as a way to save a few bucks on a classified ad. There were also several calls from representatives of Mary Kay Cosmetics and similar enterprises trying to sign up salespeople.

I also received a call from a man who said he was down to his last $3. He was refusing to take any handouts, and all he wanted was some help with transportation, so he could get to interviews. He was emotional, grateful that Channel 10 was making the effort. Others expressed similar sentiment, saying they feared that they might end up on the street if they didn’t get a break soon, the sincere desperation evident in their voices as they expressed appreciation for Channel 10.

The “Job Exchange” was a unique television event, addressing a clear need in the community. But, as the old saying goes, actions speak louder than self-promotional news reports.

Needless to say, KFMB-TV (Channel 8) management wasn’t thrilled with the results of the fall ratings, especially when they closely examined the Arbitron report. Inexplicably, there was a major fluctuation--as there often is with these things--in the second week of the four-week period.

For example, the Monday noon news received a 7 rating the first week, a 1 rating the second week, a 10 rating the third week and a 5 rating the fourth week. The 5 p.m. recorded a 10 in week one, a 4 in week two, a 10 in week three and a 9 in week four. None of the other stations had such a drop-off in the second week.

While management of radio and television execs complain about unexplained fluctuations in ratings as often as they do lunch, Arbitron’s reply to Channel 8 says quite a bit about how the ratings work, and the random acts of the system that controls the destinies of television stations.

According to a letter to Channel 8 from Arbitron’s Barry Schiffer, the “underdelivery” (translation: the fact that people didn’t return their diaries) in two demographic categories in the second week “may have been a factor,” which seems kind of obvious. He added, “These aberrations will occur from time to time, and by examining our in-tab delivery for the other three weeks, we feel that the goals for your market are acceptable.”

Translation: Too bad, better luck next time.

After two days of playing an automated countdown, KRMX-FM (94.9) unveiled its long-awaited new format last Thursday. It is now KBZS-FM (K-Best), a moniker the station dropped several years ago, playing “highly focused” oldies of the ‘60s and ‘70s. The move puts the station in direct competition with KCBQ-FM (105.3). Most insiders doubt the market can sustain two oldies stations. . . .

Michael Reagan’s contract with KSDO-AM (1130) has “basically been extended until further notice,” according to station General Manager Mike Shields. That is far short of saying the station is negotiating a new contract. “We’re looking at all options, and that includes Mike,” Shields said.

CRITIC’S CHOICE

THE POWER OF KING’S WORDS

Watching the latest parade of cold and bland politicians running for president, lamely attempting to stir up the populace, it is easy to feel nostalgic for the oratory skills of the late Rev. Dr. Martin Luther King Jr.

He could speak with power and passion, using his voice to stir the fires of his followers. Looking for ways to celebrate King’s birthday, KPBS-FM (89.5) has dug up a recording of a speech King made May 29, 1964, to an audience at Western California University (now Point Loma Nazarene College), when he was at the height of his power and influence, nine months after his “I Have a Dream Speech.” Nothing could honor King more than his own words. KPBS will air the 52-minute speech at 8 p.m. today.