Sunday, January 10, 1960

The crucial role of television to promote presidential candidates and their agendas is now an accepted truism. If this commonplace bit of wisdom is indeed true, then it should come as no surprise that three future U. S. Presidents were television personalities in 1960: John F. Kennedy, Richard Nixon, and Ronald Reagan. John F. Kennedy and Richard M. Nixon, of course, were presidential candidates, but perhaps the most popularly-known figure of the three was Ronald Reagan--but not because of the "obvious" reason, that he was a movie star. In fact, at the time, Reagan was host of the highly successful television series, General Electric Theater. Broadcast by CBS on Sunday nights in the 9:00-9:30 p.m. Eastern time slot, after The Ed Sullivan Show and before Alfred Hitchcock Presents, Ronald Reagan become program host of General Electric Theater on September 26, 1954; with Reagan as host, by December of that year--three months later--General Electric Theater had entered Nielsen's Top 10 among all television programs as the most popular weekly dramatic program.

According to William L. Bird, Jr., in an article on the program that can be found at the Museum of Broadcast Communications website,

By the time General Electric Theater concluded its eight-year run in 1962, Reagan claimed to have visited GE's 135 research and manufacturing facilities, and met some 250,000 individuals. In later years, Reagan's biographers would look back upon the tour and the platform it provided for the future President of the United States to sharpen his already considerable skill as a communicator.

The last General Electric Theater program was broadcast on May 27, 1962; four years from that date, Ronald Reagan was about five months away from being convincingly elected Governor of California (1966). Although defeated in his 1960 presidential bid, Richard Nixon would return to politics as well, and be elected President in 1968. Perhaps it is not ludicrous at all to consider the possibility that politicians and their handlers learned something from Col. Tom Parker, who used television to catapult Elvis Presley from regional success to national sensation in 1956. Indeed, the rise of Elvis corresponds to a transitional moment in media technology--the rise of television. So, too, would the political careers of future presidents correspond to the new technology of television.