CBS Joins Tiger’s Parade in a Bad Way

Occasionally, it is possible to judge a book by its cover, or a pseudo-documentary by its carefully chosen working title.

“Tiger Woods: Son, Hero and Champion” will air Sunday at noon on CBS as a lead-in to the network’s fourth-round coverage of the Masters.

Suffice it to say, Tiger’s Redd Foxx comedy routine isn’t featured here.

This is the gospel according to Earl and Tiger Woods, expunged of the personality pockmarks and bad off-color jokes that peppered GQ magazine’s recent

profile of Woods. This is sanitized Tiger, safe-for-mass-consumption Tiger, more propaganda to further the cause of “Tiger Woods: The Next Michael Jordan.”

Which is none too surprising, considering the fine print on this hourlong Tiger infomercial.

“Son, Hero and Champion” was produced “in association” with Trans World International, which is the television division of International Management Group, which is the sports marketing company that includes Woods among its most prominent clients.

Less easily explained is CBS’ decision to buy and broadcast a 60-minute profile on Woods that was scripted, filmed, produced and packaged by Woods’ own management company.

Or why CBS allowed its lead golf announcer, Jim Nantz, to narrate the piece, lending quasi-credibility to a production that includes such proclamations as “Woods’ deeds have already built a legend that has captivated the masses. His power, his boldness and his passion for what he is doing have universal appeal.”

An attempt at rationalization was provided by a CBS Sports news release, in which Rob Correa, vice president of programming, is quoted thusly:

“Tiger Woods is the most popular and intriguing star we’ve seen in years, and people want to know what he’s about. . . . CBS Sports will give viewers the first comprehensive and inside look at Tiger’s life.”

And if the cost is a goodly chunk of CBS Sports’ journalistic integrity, well, CBS wasn’t going to get this kind of behind-the-scenes access from the Woods family on its own, ratings should be decent and isn’t life in the late 1990s all about trade-offs?

Robin Brendle, a CBS Sports spokesperson, points out that “Son, Hero and Champion” is “an entertainment program. . . . It’s not an attempt to be a journalistic endeavor.”

But it isn’t presented as such. Its inclusion as part of the CBS Sunday Masters package, along with Nantz’s involvement, clouds the intent and purpose--no different from, say, CNN kicking off its cult suicide coverage with Bernard Shaw hosting a testimonial to the high-quality web sites created by the ever-friendly crew at Heaven’s Gate.

According to Brian Williams, TWI executive producer, the Woods piece was offered to all the networks, but CBS, with the Masters approaching, was the only potential buyer to bite.

“If I was a network president, I would question this too,” Williams says. “But I also see the value of running an objective piece on this kid, which it is. . . .

“I’m a little bit bothered that everyone seems to go for the convenient side angle--that IMG is producing this piece, and since Tiger Woods is an IMG client, it must be self-serving. If you watch it and think it’s a puff piece in any way, write it.”

CHALLENGE ACCEPTED

An advance copy of the Woods special was screened Wednesday.

Conclusion: Puff piece, thy name is “Son, Hero and Champion.”

Without giving away too much, many famous golfers are interviewed about Woods, and none of them utter so much as a discouraging word about Tiger. He’s the next Jack Nicklaus, he’s the next Arnold Palmer, he’s a great kid, he’s a genius, he’s dealing with the pressure, etc., etc., etc.

In defense of his production, Williams notes that “No one told us who we couldn’t talk to or what areas we couldn’t discuss.” He also concedes, “It’s not an expose. We didn’t dig into anything.”

In fact, the most startling revelation in the hour is the sight of Tiger without his omnipresent Nike baseball cap. The hair underneath is close-cropped, almost a George Clooney kind of look. Now you know.

JOURNALISM TAKES ANOTHER HIT

Following in the proud tradition of Jack Whitaker and Gary McCord, announcers booted off previous Masters telecasts for committing unpardonable act of thinking independently on the air, Peter Kostis caught considerable heat last year after foreshadowing Greg Norman’s final-round collapse the day before.

As Kostis recalled the episode this week, he was walking to the television compound after Saturday’s third round when he was approached by the Golf Channel’s Brian Hammons, who said to Kostis, “Well, I guess the only story for tomorrow is by how many strokes Greg will win.”

Kostis: “I said, ‘Brian, you know, [Norman] turned a 77 or a 78 today into a 71 with an immaculate short game, superb putting and good strategy. He’s got some problems. He’s missing the ball both ways with his longer clubs, and if he doesn’t get this ironed out by tomorrow, he could be in for a long day. I don’t think this tournament’s over by a long shot.’ ”

According to Kostis, Hammons aired those comments that night on the Golf Channel, Norman heard them and angrily complained to CBS golf producer Frank Chirkinian.

“When I walked in Sunday morning,” Kostis said, “Frank basically read me the riot act.”

Kostis, of course, would be proved correct as Norman squandered a six-stroke lead the final day. In the words of fellow CBS commentator Ken Venturi, “I though it was one of the great calls of all time.”

“There was nothing wrong with my comments, and I’m not apologizing for them in any way,” Kostis says. “I just feel badly that it added to Greg Norman’s pressure on Sunday. And if it did, you know, that’s the way things fall.”

SHORT WAVES

Bracing for the charge onto the playoff bandwagon due to begin any day, the Clippers announced Thursday they were expanding radio coverage down the stretch by reaching an agreement with XTRA (1150) to broadcast their last five regular-season games--and all playoff games, assuming there are any. The first XTRA broadcast will be Saturday night’s game at the Pond against the Denver Nuggets, beginning at 7:30. Coverage by XTRA will supplement that of KGIL (1260), which will continue to carry Clipper games as well. . . . XTRA will also air four of UCLA’s remaining baseball games, beginning with Saturday’s 1 p.m. game against Arizona at UCLA’s Jackie Robinson Stadium. . . . Tonight at 11:30, ABC’s “Nightline” looks at Jackie Robinson’s legacy, 50 years after he broke baseball’s color barrier.

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What Los Angeles Is Watching

A sampling of L.A. Nielsen ratings for sports programs April 5-6:

SATURDAY

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Event Ch. Rating Share Baseball: Pirates at Dodger s 5 6.4 11 Wide World of Sports 7 4.0 10 Boxing: David Tua vs. Oleg Maskaev 2 2.5 8 Golf: PGA Freeport McDermott Classic 4 2.5 8 Soccer: Galaxy at Kansas City 5 2.0 5 Auto racing: NASCAR Busch Grand National 300 2 1.7 6 Bowling: PBA Flagship Open 7 1.6 5 Tennis: Family Circle Cup 4 1.5 5

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SUNDAY

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Event Ch. Rating Share Pro basketball: Chicago at Orlando 4 6.1 16 Tennis: Family Circle Cup 4 3.4 11 Golf: PGA Freeport McDermott Classic 4 2.9 9 Auto racing: NASCAR Winston Cup 500 2 2.8 8 Auto racing: CART Australian Grand Prix 7 1.7 5 Soccer: New England at Tampa Bay 34 1.5 4

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Note: Each rating point represents 49,424 L.A. households.