Haden Gets Vote for No. 2 to Madden

In any discussion of pro football commentators, John Madden’s name gets immediate mention.

Most still call Madden the best, although his critics seem to be growing in number. Madden’s act, in its 12th season at CBS, may be wearing thin.

He’s still No. 1, but the gap between him and the rest of the field appears to be narrowing.

So who is No. 2?

The candidates:

--Dan Dierdorf. Don’t try to convince KMPC’s Jim Healy, but ABC’s Dierdorf, a.k.a. the Dorkster, ranks fairly high. His problem is that he has trouble straddling the line between witty-insightful and overbearing-obnoxious. He falls onto the wrong side too often, but when he’s on, he’s very good.

--Bob Trumpy. No, this is no joke. For some reason he’s the new No. 1 guy at NBC, Bill Walsh’s replacement. Making Trumpy No. 1 is another ingenious move by NBC. It ranks up there with tape-delaying the Dream Team’s gold-medal game.

--ESPN’s Joe Theismann. Not bad, but someone should tell him about word economy.

--CBS’ Hank Stram. Still a favorite among many. Stands out on CBS radio with Jack Buck but for some reason does not get a lot of prime television assignments, although he will work Sunday’s Ram-Buffalo game with Paul Olden, who is on loan for one game from KMPC.

--CBS’ Terry Bradshaw. OK, he’s a studio guy, but he was a commentator for six years and a pretty good one. Sort of a Don Meredith who does his homework.

Bradshaw, in Los Angeles recently to tape a series of promos with Greg Gumbel, his “NFL Today� partner, and Burt Reynolds, who stars in CBS’ “Evening Shade,� talked about returning to the games.

“If I go back out, it will be as the No. 1 guy,� he said.

No more Green Bay-Tampa Bay for Bradshaw. He’s after Madden’s job.

And the pick here . . . TNT’s Pat Haden. Entering his second season on the NFL after eight years on colleges for CBS, Haden is exactly what a commentator should be--informative, pleasant and knowledgeable. He adds a touch of humor without detracting from the game. He may be a little short for a quarterback, but he stands tall in the broadcast booth.

Haden, who has a new play-by-play partner, Gary Bender, opens the regular season with the Raiders and Broncos at Denver on Sunday night. The TNT telecast also will be carried by Channel 9.

Few know that Haden nearly finished his playing career with the Broncos.

In 1982, after six seasons with the Rams, Haden was told by his coach, the late Ray Malavasi, that he was going to be traded to the Broncos. That was a year before Denver made its deal with the then-Baltimore Colts for No. 1 pick John Elway.

The Broncos might never have made that deal had Haden been their quarterback. But he never went to Denver. Instead, he retired.

Haden was on his back at Centinela Hospital in Inglewood, recovering from knee surgery and contemplating a move to Denver, when he got a call from Ric LaCivita, a college football producer for CBS and a friend.

Haden, while attending Oxford, went to the 1976 Winter Olympics in Innsbruck, Austria, where he met LaCivita, then a production assistant for ABC.

Now LaCivita was asking Haden if he was interested in becoming a college football commentator for CBS. That sure sounded better that being belted by blitzing linebackers.

A career was born.

The man who actually hired Haden at CBS was Kevin O’Malley, then the network’s coordinating producer of college football.

O’Malley, now the senior vice president of sports programming at Turner Broadcasting, also played a key role in luring Haden to TNT.

After CBS lost its portion of college football to ABC, Haden made the move. And what timing. With the network sports business on a downswing, Haden jumped off and got on the up elevator--cable television in general and Turner Broadcasting in particular.

Haden’s timing, whether throwing a long pass to J.K. McKay or choosing his life’s course, is usually right on the money.

Bishop Amat High and USC star, Ram quarterback, Oxford, Loyola law school--it has been quite a run.

Haden worked for a Los Angeles law firm for 4 1/2 years, but he’s no longer practicing law. He’s into making money.

Haden and two partners, Dick Riordan and Chris Lewis, a former NCAA tennis champion at USC, own a venture-capital investment company.

They hold majority interests in about 15 companies, most of which specialize in food distribution. Adohr Farms was a recent acquisition.

Haden lives in San Marino and has four children--Natalie, 13; Kelly, 12; Ryan, 11; and Taylor, 9. When he isn’t in a business meeting, off on a broadcasting assignment or involved in some charitable activity, Haden often can be found coaching one of his daughters’ softball teams or one of his sons’ Little League teams.

“I’ve been incredibly lucky,� Haden says. “I love my work, both the investment business and the television work. I have a lot of wonderful friends, I have a great family. And, even though there were times I was booed, I’m very proud of my athletic career.

“Growing up in West Covina, I loved sports, but I never dreamed I’d ever be a professional quarterback. I exceeded my dreams.

“But what is most important to me are my kids.�

TV-Radio Notes

With the Rams and Raiders on the road Sunday, Los Angeles gets a rare network NFL doubleheader. CBS offers the Rams at Buffalo, followed by San Francisco at the New York Giants. . . . Channel 9 offers a special Raider pregame show Sunday at 4:30 p.m., with Tom Murray serving as host and Gary Cruz reporting from Denver. . . . With Pat Summerall busy with the U.S. Open this weekend, Verne Lunquist and John Madden will announce the 49er-Giant game.

Because of Summerall’s absence from football, CBS had to do some shuffling with its announcing teams for Sunday’s games, and the network came up a man short. Thus CBS asked Ram radio announcer Paul Olden to work Sunday’s game at Buffalo. Olden, of course, was glad to, but when a reporter asked KMPC General Manager Bill Ward who would take Olden’s place on radio, Ward was unaware of Olden’s CBS commitment. He wasn’t too pleased about it, but things eventually were worked out. Geoff Witcher will take Olden’s place on radio, working with new commentator Jack Snow.

Another thing that didn’t please Ward was Joe McDonnell’s bringing in high-powered baseball agent Dennis Gilbert to negotiate his new contract. “Joe will take what we offer him or he’s off the air,� Ward said. McDonnell, seeking $120,000, will probably have to settle for something like $50,000. . . . With The Times’ Thomas Bonk giving up his role on KMPC’s midday show, the station is looking for a new co-host for Brian Golden. Candidates include Channel 11’s Rick Garcia, Prime Ticket’s Larry Burnett, the Orange County Register’s Steve Bisheff, and Stu Black.

Don’t be surprised if XTRA’s “Loose Cannons,� Steve Hartman and Chet Forte, someday end up at KMPC. Program director Len Weiner is high on them. He is also likes XTRA’s Jim Rome. . . . KMPC probably couldn’t afford Lee Hamilton because it already has one high-priced star, Jim Lampley.

Chris Roberts, who last week was named UCLA’s radio football announcer for this season, is the front-runner for the basketball job as well. But rights holder American Network Group of Nashville, Tenn., UCLA officials, and flagship station KMPC want to see how Roberts does on football before giving him football and basketball permanently. The three parties had to act quickly after the sudden death of John Rebenstorf on Aug. 9. . . . On Prime Ticket’s “Press Box� tonight will be a heartwarming feature on USC offensive lineman David Apolski, who sat out last season after learning he had testicular cancer and returns after two operations and chemotherapy.

Boxing for insomniacs: Tonight’s light-heavyweight fight between Darrin Van Horn and Martin Amarillo at the Country Club in Reseda will be televised by Prime Ticket at 2 a.m. . . . It hasn’t been announced yet, but TVKO has dropped commentator Joe Goossen. He will probably be replaced by Al Bernstein. Goossen’s brother, Dan, is a promoter, and reportedly there were complaints from a rival promoter that having Joe work as a commentator gives the Goossen family an unfair advantage. TVKO’s next fight is the bout between Evander Holyfield and Riddick Bowe on Nov. 13.