TV news: Cautiously gung-ho

Reporting from New York -- CNN will use hologram technology to beam three-dimensional images of its field correspondents onto its Election Center set. NBC News will project a U.S. map on the Rockefeller Plaza ice skating rink, where the states will turn blue and red as the votes come in. ABC News will put the results up on three massive screens in Times Square.

Anticipating massive viewer interest, the broadcast and cable television networks are pulling out all the stops for Tuesday's election, seeking to outdo one another with technological wizardry and scores of political analysts.

"We've just decided to go very big because you want the coverage to match the moment, and it's been a historic campaign with unprecedented interest," said David Chalian, ABC's political director.

Election night will serve as a pivotal test of all the networks. This year's political events have seen a shift in viewer loyalties, with cable news winning a larger share of the audience and challenging the traditional clout of ABC, CBS and NBC.

NBC still drew the biggest viewership during this summer's political conventions, but it was nearly matched by both Fox News and CNN. And while audience for the three broadcast evening news programs has been flat so far this season, the cable news networks have enjoyed triple-digit ratings spikes.

On Tuesday, when all the networks will be running live coverage throughout the night, broadcast executives hope to prove they still have an edge.

"As long as we have the kind of time to do the in-depth reporting we're capable of, generally the broadcast networks will outperform the cable networks," said Rick Kaplan, executive producer of “CBS Evening News.”

But behind the elaborate preparations and gung-ho attitude, the television networks are heading into the night with a sense of cautious restraint -- especially when it comes to exit polls -- all too aware of the implications of a botched call.

"We don't want ever a repeat of what happened in 2000," said Phil Alongi, executive producer of NBC's special events, referring to the networks' haste in awarding Florida to Al Gore, then giving the state to George W. Bush before realizing it was too close to call.

"We learned so many lessons across the board," he said. "One of the first: Get it right."

To do so, the networks now follow strict rules that govern projections, examining not only exit poll data but actual vote tabulation and turnout information. NBC -- which keeps its decision desk isolated from the calls made by competing networks -- will only call a winner once its statisticians conclude that the chance of an error is less than 1 in 200. And no calls will be made until all the polls have closed in a state.

Extreme measures are taken to ensure that early data from the exit poll does not leak out, as it did in 2004, when the first wave of surveys showing John Kerry in the lead rocketed through cyberspace.

For much of the day, only a small group will have access to the exit poll, which is being conducted by Edison Media Research and Mitofsky International for the National Election Pool, a consortium of the networks and the Associated Press. Three members from each outlet will be sequestered in an undisclosed location in New York, where they will analyze the results of questionnaires filled out by 100,000 voters nationwide. Their cellphones and BlackBerries will be taken away until 5 p.m. ET, when they will be allowed to share the data with their newsrooms.

It's the same procedure that was used in the 2006 midterm elections and effectively prevented the release of incomplete data, much to the relief of network executives.

"Exit poll information in the hands of trained professionals is perfectly fine," said Sam Feist, CNN's political director. "Exit poll information in the hand of the general public, who may not understand what it means or stands for, can be dangerous."