Cronkite made history when he became the first television reporter to announce the assassination of John F. Kennedy. In the newsroom at CBS, the cameras were not ready when the news came in over the wire service. Cronkite's voice was broadcast over a blank CBS placard on the screen: "Bulletin . . . In Dallas, Texas, three shots were fired at President Kennedy's motorcade. The first reports say the President was seriously wounded, that he slumped over in Mrs. Kennedy's lap, she cried out, 'Oh, no!' and the motorcade went on . . . The wounds perhaps could be fatal . . ." For three and a half days there was no entertainment, no commercials, just the news.