Posted on 09/12/2006 8:12:16 AM PDT by abb
Media buyers see new CBS anchor sinking
By Diego Vasquez Sep 12, 2006
Katie Couric's debut as network television's first lone woman anchor is important for a lot of reasons beyond Couric herself, and not the least is what success or failure will mean for network news.
A rise to No. 1 for the longtime No. 3 "CBS Evening News" broadcast would surely bring about major changes at NBC and ABC.
But a week after Couric's debut, that's probably not going to happen. On her first night, Couric shot up to No. 1 in the ratings, and while she finished out her week still at No. 1, her ratings have been slipping.
Media planners and buyers, having watched Couric over her first several days, remained convinced that her slide will continue, according to a Media Life poll. This conclusiion is consistent with a reader survey back in the spring, when Couric's appointment was first announced. Back then they believe she would see a brief bump but would soon settle in at No. 3.
Media Life asked readers: After seeing Couric’s opening-week ratings, where do you think she’ll rank among the three newscasts six months from now?
Just 19.5 percent believe she will remain in first place. The largest share, 40.7 percent, think she will sink to No. 2. But almost as many, 39.8 percent, believe she will sink to third place.
Readers did not believe Couric's ratings burst would last very long, with 57 precent giving it just another week. About another third of respondents, 32.5 percent, gave it another month. Only 10.5 percent thought it would last indefinitely.
Readers also believe that NBC, which appeared most hurt by Couric's debut, will bounce back after slipping to No. 3 last Wednesday.
Almost three quarters, 73.7 percent, agreed that the dip was the result of former "Today" fans switching over from the NBC evening broadcast to sample Couric but that they would return to watching Brian Williams. The remainder felt those viewers would stick with Couric.
Readers were divided over Couric's performance in those first several days. Media Life asked: Now, having seen her newscast, are you more or less optimistic about her long-term abilities as “Evening News” anchor?
The largest share, 36.9 prcent were less optimistic, agreeing with the statement: "Her broadcast is nothing but fluff. She seems nervous and I’m baffled by the story selection. CBS would be wise to move her to 'The Early Show' and quickly."
But 27 percent were more impressed, agreeing with the statment: "The newscast isn’t perfect but it is different, and I’m encouraged by CBS’s willingness to take chances. I think she’ll find her groove and stay at No. 1 for a long time."
The remaining 36 percent were undecided.
In any case, readers do not expect that ABC and NBC will reamp their newscasts to the softer format introduced by CBS with Couric's debut.
Media Life asked: Will the new CBS format force ABC and NBC to add a more newsmagazine-ish feel to their broadcasts?
A sizable majority, 83.2 percent, think not, agreeing with the statement: "As soon as Couric’s viewership fades, so will any talk of imitating her."
The remainder agreed with the statement: "Yes. I predict that ABC and NBC will steal many of the features of Couric’s new broadcast, such as the nightly opinion pieces, snapshots and focus on softer news."
Diego Vasquez is a staff writer for Media Life.
Ping
They're just rearranging deck chairs on the Titanic that is the network nightly news.
Sometime this month she'll start showing more leg.
They're all doomed but they're too stupid to realize it.
Maybe she should try doing the news in clown face...
No matter how you try to adjust the color on your set...she still comes across as Red
go figure.
A television current affairs programme featuring newsreaders who undress on camera has become a surprise success in Russia. Now a Canadian company hopes to do the same, as Katty Kay reports from Washington. BBC News Online has a competitor. According to no lesser authority than Time magazine, the website Naked News "offers the best international coverage this side of the BBC".
Billed as the channel with nothing to hide, Naked News, is, as its name suggests, a news programme presented by naked news readers...
The way they look at it they're due for a breakout.
IT'S THE NEWS, STUPID!
And that's the CBS Evening News. Good night and thanks for watching Mom and Dad.....Dad?....DAD?
CBS exec: "How long was her contract?"
Katie Colic Sux. Can't stand her. When she interviewed Liz DOle she was SO RUDE TO HER. After the interview she said "Is she GONE yet?!?!" She interviewed Hillary and just gushed and drooled. She is too obvious.
She only did well on the night that Rush was on. LOL
Notice how CBS slipped into third place the year the people woke up and put the GOP in charge of Congress. It seems they woke up about some other things too.
Maybe they should try Bender from Futurama as news reader.
Sarcasm sells.
CBS ain't got nuttin on Telemundo..
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