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.