THE CLINTON ADMINISTRATION : Viewers Turn Off to Summit on Economy

Baby boomer activists in the 1960s once chanted, “The whole world is watching!” Now that they’ve won the White House, the world appears to be tuning out.

If Monday’s first day of the nationally televised economic brainstorming session in Little Rock, Ark., is any indicator, “The New Covenant” poses no ratings threat to “Roseanne,” “60 Minutes” or “Home Improvement.” As entertainment, the first made-for-television event staged by the incoming Clinton Administration seems to have been a bust with viewers.

In interviews Monday, people said they understand the topic is important--especially in economically ailing Southern California. But they were not so interested that they would spend hours watching an event that some viewed with all the excitement of a city council meeting on public access television.

Eva Spencer, a senior at Cal State Northridge, said she didn’t watch because she finds economic discussions depressing and because “after about 30 minutes, I would be totally bored.”

At a Circuit City electronics store in Torrance, laser discs of films played over television sets in lieu of discussions of “human capital,” “corporate downsizing” and “managed trade.”

“I’d rather watch a 24-hour polka channel,” said satirist Stan Freberg, who said he stayed with the conference for 17 minutes before switching channels.

Bernie Brillstein, whose Brillstein/Grey company produces the Home Box Office comedy “The Larry Sanders Show,” watched for all of five minutes. “It’s another stop on the remote control,” he said.

The two-day Little Rock conference, which will be shown live or on tape virtually around-the-clock on various channels, is something like the “electronic town hall” concept Ross Perot and others discussed during the presidential campaign. But government-by-cable TV clearly has a long way to go in attracting viewers.

Some people did watch, with good reason. At Apple Computer’s Cupertino, Calif., headquarters, a number of TV sets--including one in a lunchroom--were tuned in, which a spokesman said was due in part to Apple Chief Executive John Sculley’s participation in the conference.

Herbert Sandler, chairman of Oakland-based Golden West Financial said he was too busy in meetings to tune in but did tape the program to watch later. One reason? His wife, Marion, is a participant.

It’s doubtful anyone will ever know how many people tuned in to watch. A spokeswoman for C-Span said the public affairs channel, which is covering the meeting nonstop, does not have ratings, so it must rely on unorthodox indicators such as calls to the channel. She said there seems to be strong interest by C-Span’s viewers.

Still, most experts believe the audience turned on, tuned in and turned off. “The only people tuned into it are politicians and a very, very small band of interest groups. I’d be surprised if the general public even knows about it at all,” said Gerald Celente, who monitors media trends as publisher of Trends Journal in Rhinebeck, N.Y.

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Lex-Econ

Here is a layperson’s guide to some of the themes being echoed by presenters at President-elect Bill Clinton’s economic brainstorming session in Little Rock:

Corporate Downsizing: Making companies smaller and, presumably, more efficient. Translation: Leaner is meaner.

Defense Conversion: Defense companies and workers producing non-military goods and services. Translation: Make electric cars, not missiles.

Global Competition: Americans must contend with foreign rivals. Translation: You gotta keep up with the Murokawas, not just the Joneses.

Infrastructure: The basic backbone--roads, bridges, transportation systems, schools, etc.--that a country needs. Translation: Potholes and clogged sewers are bad for business.

Human Capital: The value of workers’ skills and knowledge. Translation: You can’t compete if Johnny can’t read.

Managed Trade: The use of specific quotas and goals in trade between nations. Translation: If you buy my cars, I’ll buy your soybeans.