By William Booth
Washington Post Staff Writer
Thursday, April 9, 1998; Page A03

LOS ANGELES, April 8 — With riots, recession and the rumble of natural disasters fading from memory, California voters are on the receiving end of a campaign for governor best experienced from the comfort of a La-Z-Boy recliner. Call it the "Couch Potato Election."

This is because, with two millionaires running for governor and another two running in statewide elections, unprecedented amounts of cash are pouring forth to purchase television time for spots designed to introduce viewer-voters to unknown but rich candidates. Although two months remain before California's June 2 primary, two Democratic candidates for governor alone have spent almost $20 million on the tube.

Mervin Field, the brand name in state polling, has compared the TV buying spree to drunken sailors walking down a wharf throwing away money. Although his comment may be an exaggeration, the governor's race here already has demonstrated that almost any amount that can be spent will be spent, despite attempts in California and Washington to limit campaign spending and rein in fund-raising.

In the last gubernatorial race in 1994, all candidates combined spent a total $28 million – a figure sure to be surpassed months before this year's general election. And they spent only $12 million on television between January and Labor Day in 1994.

The amounts now being spent – and the potential for much more over the summer and fall – could push the spending spree beyond the level reached by Michael Huffington, the Republican multimillionaire and political neophyte, in his $30 million unsuccessful bid to unseat Sen. Dianne Feinstein (D-Calif.) in 1994.

Indeed, in making her decision not to run for governor this year, Feinstein cited the crushing demand to amass TV cash. Susan Golding, the popular Republican mayor of San Diego, also said she was opting out of the governor's race because of money needed.

The specter of so much money buying so much TV time has led some politicians and strategists to worry that candidates in minor races – for state assembly and municipal offices – might not be able to find prime-time airspace because it will already be bought by candidates for governor or the U.S. Senate.

The clear king of the ad buy has been Democrat Al Checchi, the buff and confident corporate investor worth $600 million. He has spent about $14.5 million of his own money on TV since November to win the governorship, which he calls "the second most powerful bully pulpit in the United States."

While Lt. Gov. Gray Davis (D), a veteran California politician with 24 years of public service, has been limited to running mere radio spots in four metropolitan markets, his opponent Checchi has aired 20 different ads on television.

"I will spend whatever it takes to assure that my fellow Californians are informed," said Checchi in a recent meeting with reporters here. "I'm in the very fortunate position because I don't have to trim what I say because of fund-raising."

Checchi said it is only journalists and political insiders who care about how much money he is spending. The candidate believes voters would rather see him use his own fortune than take money from special interests.

So far, the only other candidate for governor to approach Checchian spending is Rep. Jane Harman (D-Calif.), who is tapping into her own kitty. Harman's husband, Sidney, made his fortune, estimated to be about $15 million, in electronics. Harman has spent about $4.5 million on TV ads.

Until recently, the political TV spots have been rather wholesome. Checchi's ads, which began in November and have been running ever since, began by describing the man.

"When you don't have a name you unfortunately need to purchase that," explained Checchi spokeswoman Elena Stern.

Other Checchi spots soon followed, briefly outlining his positions on education, crime, health care and auto insurance. Stern pointed out that Checchi has also met with 500 groups around the state in the past 18 months, countering the image of the candidate campaigning simply from the offices of his advertising team.

However, the television has been getting spicier following a recent Field poll that showed Checchi and Harman running statistically neck-and-neck among Democrats. In his first "comparison" ad, Checchi accuses Harman of supporting Newt Gingrich, jacking up Medicare premiums and cutting home health-care services.

Harman did not waste time in response.

"Mr. Checchi can waste his money attacking me," her spot concluded. "I'll spend my time on real problems – schools, crime, the economy – and protecting seniors who have worked hard for their families, like my 87-year-old father."

In addition to Checchi and Harman, two other millionaires are in statewide races and are committed to buying plenty of TV. They are Republican Darrell Issa, a car alarm mogul seeking to challenge Sen. Barbara Boxer (D-Calif.), and Phil Angelides, a Sacramento real estate developer running for state treasurer.