TV presents an experience for passive viewers, is wide of the mark. TV is above all a medium that demands a creatively participant response. The guards who failed to protect Lee Oswald were not passive. They were so involved by the mere sight of the TV cameras that they lost their sense of their merely practical and specialist task. Perhaps it was the Kennedy funeral that most strongly impressed the audience with the power of TV to invest an occasion with the character of corporate participation. No national event except in sports has ever had such coverage or such an audience. It revealed the unrivaled power of TV to achieve the involvement of the audience in a complex process. The funeral as a corporate process caused even the image of sport to pale and dwindle into puny proportions. The Kennedy funeral, in short, manifested the power of TV to involve an entire population in a ritual process. By comparison, press, movie and even radio are mere packaging devices for consumers. Most of all, the Kennedy event provides an opportunity for noting a paradoxical feature of the "cool" TV medium. It involves us in moving depth, but it does not excite, agitate or arouse. Presumably, this is a feature of all depth experience.