The three major TV networks, in an almost unprecedented show of unified indifference, decided not to carry a presidential speech during prime time. What's even more unusual is that the speech pertained to America's second war with Iraq -- an event that was a tremendous ratings bonanza in its first iteration.

But this decision not to carry the speech was not just a sign of entertainment's final victory over information, it was the result of a strategy that the "Big Three" have never been historically good at: accurately gauging public opinion.

There have been accusations that the failure to preempt prime time viewing was a cynical ploy to prevent losing viewers to cable channels (HBO, traditionally, does not carry presidential speeches). But that's only part of the equation; presidential addresses are allowed to break into prime time for a reason. The idea is, that whenever the commander-in-chief deigns to speak to the American people during family hour, he's probably going to be saying something newsworthy. "News" is the plural form of "new". Generally, "news" is considered to be new information. Which, in this case, is exactly the opposite of the content of the speech.

Regardless of whether or not the public agree that attacking Iraq is right or wrong, everyone seems certain that it's going to happen. Like it or not, there will be a war. So if the president wants to butter up the supporters and shut up the naysayers, for something that every one already knows is going to happen, let him buy commercial time like everybody else (Saudi Arabia, for example).

The Bush administration is hell-bent on selling the war, but why should they be allowed to get free airtime for it? Americans respect the fact that advertisers are willing to shell out the big bucks to talk to us for 30 seconds; trying to spread the message via donated time makes the argument sound about as convincing as a public service announcement.

Of course, it wouldn't be fair if the administration used our tax money to buy the ads. After all, I heard that the president's dad has a little money lying around, just waiting for a rainy day. If that's not enough, we'll have Dick sell a few of his shares. Let's just hope they kick this thing off before the November sweeps drive the ad rates through the roof.

This essay brought to you by the impending war on Iraq.

-B. C. Silvia