President sets a mark with his 'View' appearance

Jul 29, 2010 — Chicago Tribune

Michael A. Memoli

Jul. 29, 2010 (McClatchy-Tribune Regional News delivered by Newstex) -- Rob Schneider. 50 Cent. Barack Obama. The guest list for Thursday's installment of ABC's "The View" includes the comedian, the rapper and the leader of the free world, and reflects an unprecedented turn in American politics and television programming.

Obama's appearance on the program, taped Wednesday, marks the first daytime television appearance by a sitting U.S. president. And Wednesday's taping was just the latest in a series of broadcasting firsts for this administration.

Obama became the first president ever to appear on a late-night talk show last year when he chatted with "Tonight Show" host Jay Leno. He added a visit to David Letterman's "Late Show" in September. He's also appeared twice on ESPN's flagship "SportsCenter" to unveil his NCAA basketball tournament brackets.

The White House has explained its media strategy by pointing to hectic nature of Americans' lives and the new, more fragmented media culture.

"People have busy lives and it's best to go where they are," Press Secretary Robert Gibbs said at a news briefing Tuesday.

The appearance also lets the White House speak directly to a vital constituency -- women.

"There is no such thing anymore as a truly mass audience. You collect a mass audience by pitching together a patchwork of niche audiences," said Robert Thompson, founding director of the Bleier Center for Television and Popular Culture at Syracuse University.

One of those, the chat show circuit, has become a requirement for high-level political candidates. Then-Sen. Obama joined the women of "The View" on their set in March 2008.

But not until Obama has a presidential hopeful made such rounds once in office.

The White House strategy for reaching across market niches extends to its other major players.

Michelle Obama appeared on 's "Iron Chef America" to promote her healthy eating initiative. Joe Biden, in addition to his own appearance on "The View" in April and "Tonight" just this month, became the first sitting vice president to appear on Comedy Central's "The Daily Show" last November.

The appearances certainly bring risks. The White House apologized after Obama made a glib comment on the "Tonight Show" that seemed to mock the Special Olympics. And even Democrats question Obama's latest appearance on a show where the subject matter is often far from presidential.

"I think the president should be accessible, should answer questions that aren't pre-screened, but I think there should be a little bit of dignity to the presidency," Pennsylvania Gov. Ed Rendell, a Democrat, said this week, in an appearance on MSNBC's "Morning Joe."

Although Obama has been more prolific, other presidents have injected themselves into viewer's homes in primetime settings. President Bush made a cameo on the primetime game show "Deal Or No Deal" in 2008, offering encouragement to a contestant who had served multiple tours in Iraq.

"I'm thrilled to be anywhere with high ratings these days," Bush quipped at the time.

Mmemoli@tribune.com

Newstex ID: KRTB-0197-47431362