Rogan Launches Cable TV Ads Against Schiff

Glendale Republican Rep. James E. Rogan, locked in one of the nation’s pivotal, most hotly contested congressional campaigns, has launched a cable television commercial blitz--almost six months before the Nov. 7 election.

Rogan is believed by congressional campaign leaders in both major parties to be the first House of Representatives candidate to turn to paid television in this fall’s general elections.

Focusing on key health maintenance organization reform legislation, the 30-second commercial drew an angry response from Rogan’s challenger, state Sen. Adam Schiff (D-Burbank), who said its “breathtaking dishonesty” distorted both his and Rogan’s records on patients’ rights and HMO reforms.

The ad began airing Wednesday on cable systems throughout the 27th Congressional District, which also includes La Canada Flintridge, Pasadena, San Marino and South Pasadena. The campaign costs about $40,000 for two weeks, and the ad may run longer, said Rogan campaign director Jason Roe.

“Jim Rogan supports a patients’ bill of rights and wants Medicare to pay for prescription drugs,” the commercial begins. “Adam Schiff supports a health care plan that creates lawsuits and earns millions for the trial and personal injury lawyers who have contributed nearly $100,000 to his campaign.”

It goes on to say that a Schiff-written HMO reform measure for California would raise health insurance premiums so “average working families could see their take-home pay reduced by over $1,000 a year.”

Last year, Rogan voted against the Norwood-Dingell HMO Patients Bill of Rights, which passed the House in October with the backing of a broad coalition of medical professionals, senior citizens and consumer organizations.

Rogan voted for measures, backed by the HMO lobby, that would have eliminated employers’ liability in lawsuits against the HMOs they offer and permitted patients to sue in federal courts only.

Roe said the measures, which both failed, offered reasonable protections for patients without putting unjustified burdens on employers or clogging the courts.

Rogan, said Schiff’s campaign consultant Parke Skelton, chose “to head directly for the gutter” after finishing behind Schiff in the blanket primary election.

“The facts are that while Sen. Schiff has been an effective champion of meaningful HMO reform, Rogan consistently votes with the HMOs and insurance companies and against patients and consumers.”

Roe said the Rogan campaign is turning to television so early because it wants to “flush Schiff out.” He said Schiff “has avoided engaging us on the issues.”

Meanwhile, Rogan and Schiff agreed Friday to hold their first debate on the “Air Talk” radio show hosted by Larry Mantle on KPCC-FM. No date has been set. The deal came a week after they accused each other of ducking debates.