• San Francisco Chronicle, Thursday, January 17, 2008 1:16 PM

Ahead of the Feb. 5 California primary, Democratic presidential contenders are taking to small screen in a big way. Or perhaps vice-versa. Led by a new spot for Barack Obama, they are trying to reach voters via more niche channels. In Sacramento area for example, spots are running on the Game Show Network, which rates highest in an audience survey of some likely Democratic voters there.

The Hallmark Channel is home to reruns of "M*A*S*H" and "The Waltons," but it is also a favorite of a lot of viewers likely to vote in California's Feb. 5 Democratic primary and is thus getting attention as well. And in San Francisco, lots of Dems are watching the Soap Opera Channel, according to Scarborough Research. Si TV, Lifetime Television and TNT are also on the schedule.

The Dems have learned the lesson of 2004 when Republicans successfully micro-targeted its voters via ads on cable nets. "Democrats have leveled the playing field now," said Sam Rodriguez, a media consultant and former political director of the state Democratic party. "Now they need to integrate it with online, mail, broadcast and ground (outreach)."

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