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Couric May Take a While to Help CBS
Katie Couric’s arrival in the anchor chair on the "CBS Evening News” will almost certainly give the program a short-term boost in the ratings as the curious tune in to the first solo female anchor of a network evening newscast.
But it won’t be easy for Couric to lift CBS out of third place among the network news programs, concedes CBS News President Sean McManus. [Editor's Note: Read more about Katie Couric's challenge at CBS News with this Special Offer from NewsMax Magazine. Go Here Now.]
"I’m not going to consider this a failure if in three months or six months we’re not in first place,” he said.
"It’s no secret that the viewership for the television broadcasts is going down and it’s going to be very difficult to grow that overall.” And the Los Angeles Times reports: "Television news analysts warn that reversing the trend in viewership is a difficult proposition, especially during a time when people increasingly seek news and information from other sources.
Story Continues Below Those "other sources” include online Web sites. And CBS hopes to get in on that action by launching the "CBS Evening News” online at the same time it airs on TV – the first time a network newscast will be available on the Internet at the same time it airs on television.
Just a decade ago, traditional television newscasts commanded 50 percent of the TV audience. By last year, the figure had dropped to 35 percent.
Still, an average of more than 24 million people watch the three network news programs in the evening. Katie Couric and CBS hope to pick up a larger slice of that pie.
But Donna Brooks, a management professor at Villanova School of Business, told USA Today that Couric should move quickly to put her stamp on the show. "She’ll have a short honeymoon,” according to Brooks, "before people will start finding fault.”
[Editor's Note: Read more about Katie Couric's challenge at CBS News with this Special Offer from NewsMax Magazine. Go Here Now.]
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