[Popman]

Couple this with pressure on their sponsors... and I think we know how this will turn out.

I would not be so sure.

Dan Ra^ther is a "brand" product. He's more than just a name. Think Coke, Mickey Mouse, Maytag, GM, Ford.

When people think of SeeBS, they think of Dan Ra^ther, at least the people who still watch the networks.

Don't you think Viacom would have tossed Dan out the door a long time ago if it was an easy "brand" to replace?

Ra^ther won't be easy to replace.

The real question Viacom is asking thenmselves is: Do we lose more share by dumping Dan or riding out the storm?

[Zebra]

This is no longer the equation. It has been settled everywhere, probably even at CBS. This is the topic of conversation everywhere. What is most amazing to me is that the usual defenders of liberal bias and the like are squarely aligned with the this-is-out-and-out-fraud crowd. They see this as dirty beyond the pale (as do I).

There is no doubt CBS will have to fire Rather or accept his resignation. But I think more will be required to salvage its authority as a news organization--probably something akin to installing a public integrity ombudsman like the New York TImes did following the Jayson Blair fiasco.

Rather has become a laughingstock and can never recover what little credibility he had. He may be immune to personal embarrassment of this magnitude, but his employer and its sponsors are not.

[Miss Marple]

I disagree. The brand is CBS. Rather's viewers are not held by him, but by CBS News.

What is happening is that Rather has convinced the suits that HE is the brand, so they are reluctant to can him. Rather also probably has some dirt on some of the executives. He has a reputation for being very political within the company, as well as in party politics.

Tator, could you tell us what you think about the CBS vs. Rather brand?

[Robert A Cook PE]

No.

I think "Walter Cronkite" is the CBS "brand name" ...

Dan Rather is simply the guy who replaced Walter Cronkite.

He's become more important now, but Walter is what the people who grew up watching news in the 50's, 60's, an d70's rember.