The Changing Face Of Talent

By: Vaughn Ververs
Topics: Media Issues

(AP)

As widely reported and expected, CBS News has announced that CNN anchor Anderson Cooper will become a contributor to "60 Minutes," starting this coming fall. It's not the first time CNN and CBS have teamed up to share talent. Cooper contributed two stories to "60 Minutes" in 2004 and international correspondent Christiane Amanpour has been a contributor to the show in the past as well.

It seems to me that this type of talent-sharing arrangement makes sense for both parties. In the case of Cooper, "60 Minutes" gets a young, fresh face who is commonly described as one of the fastest-rising stars in broadcast journalism. Cooper, and by extension CNN, get the imprimatur of a respected and legendary news program. According to the announcement, Cooper will contribute up to five stories a year to "60 Minutes," and the pieces will run once each on CNN after appearing on the show. Here's how CNN President Jon Klein put it in the press release issued by CBS News today:

Anderson's work for 60 Minutes continues a unique collaboration we've had with CBS News and 60 Minutes for several years — and it's a strong, mutually beneficial one," said Klein. "CBS News gets strong journalism from one of our most respected and talented journalists, and Anderson gets much deserved exposure for his distinctive reports. We are also pleased that we have arranged, for the first time, for CNN to air Anderson's 60 Minutes reports."

All this raises a question: In an environment with ever more ways to get information, will talent begin to become something that is not hoarded or monopolized, but leveraged for maximum exposure? One is reminded of the fortunes of movie studios, who long controlled the careers of their stars before those stars earned autonomy and changed the landscape of the business. This is a very different situation, of course, and it's unlikely that we'll see a network anchor doing a star turn on a competitor's news show anytime soon. But it wasn't all that long ago a talent-sharing arrangement between any TV news organizations was unthinkable. Does the changing media environment mean cross-pollination of network talent just may become more and more common?

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by innov8ion May 11, 2006 1:25 AM EDT: Many industries are quite competitive and incestuous at the same time. Otherwise enemy corporations will choose to collaborate when it serves them both. CNN & CBS are only trying to make a buck after all. Will it be a more common practice? Doubt it! News reporters / anchors are big differentiators for stations; it's doubtful they would weaken their brands indiscriminately.; Reply to this comment


by memekiller May 10, 2006 4:27 AM EDT: I have to say, I don't mind Cooper. He has been tenacious about New Orleans, long after Katrina dropped off, and I haven't seen quite as much funneling of White House talking points as I have from, say, Wolf or others.; Reply to this comment


by djman1141 May 10, 2006 12:19 AM EDT: Anderson Cooper's ratings have gone seriously south since his taking over from Aaron Cooper, but he is mysteriously levitating from some unknown power source. Graydon Carter's Vanity Fair and Jann Wenner's Rolling Stone both have taken him seriously, even though the viewing public does not. Now CBS takes AC on its marquee news show. Wonder what cabal is pushing which agenda? Gloria Vanderbilt?[AC's mom, so I've heard]; Reply to this comment


by xreporter May 9, 2006 4:52 PM EDT: CBS's hiring of Mr. Cooper further demonstrates the networks' conviction that the mass audience places relatively little value on newsgathering. According to this theory, the TV news organizations can only attract and hold an audience by (a) investing (very) disproportionately in top-level talent, so that people will tune in to have their favorite newsreaders communicate stories to them; or (b) appealing to folks of a particular political bent, who tune in to hear newscasters reinforce their preconceived beliefs (a la Fox). Whichever route is followed, news bureaus are closed, budgets are starved and staffs are downsized, all because of the perception that the news itself is much less important to the broader audience than by whom it is communicated. Mr. Cooper seems like a hardworking, dedicated and nice guy, and I wish him no ill will. It is a crying shame, however, that so much money and attention is lavished on the people who front the news instead of maintaining broad, expeienced, top-flight organizations capable of finding out what the news is.; Reply to this comment


by dw438 May 9, 2006 4:09 PM EDT: What, CBS can't find any other journalists ON ITS OWN STAFF to contribute to "60 Minutes"???? Great morale-booster, get some trust-funder kid (high-profile) to report while many others on staff who have much better talent ... never mind.; Reply to this comment


by bob___k May 8, 2006 11:29 PM EDT: Could it be that CNN is getting CBS to pick up a portion of Cooper's paycheck? From what I've read, since Cooper replaced Aaron Brown, that time slot has taken a significant hit.; Reply to this comment