Networks Chafing at White House Arm Twisting

Howard Kurtz has some background on the White House pressure that pushed three networks to carry Obama's last press conference live in prime time:

In the days before President Obama's last news conference, as the networks weighed whether to give up a chunk of their precious prime time, Rahm Emanuel went straight to the top.

Rather than calling ABC, the White House chief of staff phoned Bob Iger, chief executive of parent company Disney. Instead of contacting NBC, Emanuel went to Jeffrey Immelt, the chief executive of General Electric. He also spoke with Les Moonves, the chief executive of CBS, the company spun off from Viacom.

Whether this amounted to undue pressure or plain old Chicago arm-twisting, Emanuel got results: the fourth hour of lucrative network time for his boss in six months. But network executives have been privately complaining to White House officials that they cannot afford to keep airing these sessions in the current economic downturn.

The networks "absolutely" feel pressured, says Paul Friedman, CBS's senior vice president: "It's an enormous financial cost when the president replaces one of those prime-time hours. The news divisions also have mixed feelings about whether they are being used."

While it is interesting to see how a president handles questions, Friedman says, "there was nothing" at the July 22 session, which was dominated by health-care questions. "There hardly ever is these days, because there's so much coverage all the time."

Had Obama not answered the last question that evening -- declaring that the Cambridge police had acted "stupidly" in arresting Henry Louis Gates at his home -- the news conference would have been almost totally devoid of news. And that raises questions about whether the sessions have become mainly a vehicle for Obama to repeat familiar messages.

Mark Whitaker, NBC's Washington bureau chief, says Obama "is at risk of overexposure" and suggests the sessions are losing their novelty.

"Every time a president holds a press conference there is potential for news to be made, as he did, probably to his regret, with his comments on the Gates case," Whitaker says. Still, he says, "we would feel better" if White House officials "were approaching us with the sense that they had something new to say, rather than that they just wanted to continue a dialogue with the American people. There are other ways of continuing that dialogue than taking up an hour of prime time."

If it hadn't been for the Henry Louis Gates question I'll bet none of the three networks would be willing to carry another Obama prime time presser in the next six months. However, given Obama's propensity to make news with a dumb statement like he did that night, they'll probably comply in hopes that somebody will ask the question that kicks off the next two week media frenzy.