• Advertise With Us • Online Editorial Staff •
Variety Newsroom • Customer Service • Festival & Market
Submissions • Co-Production and Finance Guide 2008 • TV
Production Chart Submissions • Film Production Submissions
• Film Festival Guide Listing Form • American Film Market
(AFM) Listing Form
INBOX DELIVERY:Digital Variety Edition only Access soft copies to
both Daily Variety and Weekly Variety directly from variety.com
wherever you are, 24/7.
Digital Edition – $165.00 () ORDER NOW >
Forget the presidential debates. The veepstakes has all the action,
and this week’s match between Joe Biden and Sarah Palin could make
ratings history.
“I love the vice presidential debate; it’s always the one I look
forward to the most,” says Alan Schroeder, author of “Presidential
Debates: 40 Years of High-Risk TV” and a journalism professor at
Northeastern U. “The stakes are lower, so the candidates usually
attack harder. It’s much better political theater.”
Anyone not remember Lloyd Bentsen’s stinging put-down of Dan Quayle in
the 1988 veep debate when Quayle compared himself to JFK? “Senator,
you’re no Jack Kennedy.”
“The vice presidential debate usually draws the lowest ratings, but
this could be the year that changes all that,” Schroeder says, mainly
because of the Palin factor. “This is the mystery woman meeting the
public almost for the first time. We’ve never had such a thing with a
vice presidential candidate in history.”
Still, we have had a woman running for the vice presidency —
Geraldine Ferraro on the 1984 Democratic ticket — and her sparring
with then-incumbent V.P. George H.W. Bush holds the record for Nielsen
ratings of vice presidential debates: 56.7 million viewers.
But Ferraro was not, as Palin has been, shielded from the media for so
long a time after her addition to the ticket. Palin’s press exposure
has been minimal, which can reduce the chance for gaffes or mistakes.
But it also ups the pressure on her to perform when she finally opens
herself to unscripted questions, which in turn will likely draw more
viewers — perhaps more than the Ferraro-Bush debate — than had she
been fielding questions all along.
There’s also the Ifill factor, as in Gwen Ifill, the PBS “News Hour”
correspondent who will moderate the Biden-Palin face-off. Given how
successful the McCain campaign has been in branding many tough
questions for Palin as “sexist,” that attack will be harder to sustain
against another woman posing the questions. Ifill has a “very down-to-
earth, matter-of-fact, fair style,” says Allan Louden, director of
graduate studies at Wake Forest U. and coach of its debate team for 30
years. “For a woman to go after a woman is maybe OK, so maybe Biden
just sits back and watches” — along with millions of others who might
be anticipating a womano-a-womano confrontation.
The lowest-rated debate, pitting Jack Kemp and Al Gore in 1996 and
moderated by “News Hour” anchor Jim Lehrer, drew only 26.6 million
viewers. Not coincidentally, the lowest rated presidential debate
occurred the same year, between Bob Dole and Bill Clinton (36.1
million). That race wasn’t close, unlike the current one.
One issue that’s guaranteed to draw viewers — whether Palin has
enough experience to be a heartbeat from the most powerful office on
the planet — may already be having an impact. “It really bolsters
McCain that she doesn’t have much experience,” Louden says. “The focus
is on her, and his experience is treated as a given. Obama has been
trying to make McCain’s experience an issue again, arguing that he has
the wrong kind of experience.”
Louden says there also will be different audiences for this debate, a
point the mainstream media haven’t really understood so far, he adds.
“Palin doesn’t have to know much, not when the campaign has been
trying to portray Washington media as elitist. She just has to meet a
threshold of sincerity more than of knowledge, because if she can make
the tough questions sound like they’re elitist, everyone west of the
Mississippi gets it.”
With the format planned — a total of maybe five minutes of back-and-
forth discussion per question — both Palin and Biden’s knowledge will
have to be more broad than deep. “This format is going to keep the
subject matter moving very quickly,” Schroeder notes. And with no
limitation on questions, Ifill will be free to cover as wide a range
of topics as she feels necessary.
“The presidential candidates are always very cautious in debates,”
Schroeder says. “They’re really giving tight performances. The vice
presidential candidates are looser.”
And when those candidates are a moose-hunting hockey mom and a wonky
D.C. insider squaring off in primetime over the most pressing issues
of the day, showrunners and scriptwriters can only dream of the
ratings likely to come.
A.Elizabeth – The influence of pay per view, direct to cable, etc.
on the movie industry; the price of m…
VP – Marketing, Sales & Communications – Dancap
ProductionsToronto, ON Ace Web Programmer/Consultant Company
Confidential – Entertainment SiteLos Angeles, CA Executive Assistant
to the Editor-In-Chief – The Knot, Inc.New York, NY Kingston, MA