
(National Journal)
Each week we invite someone from outside PE to weigh in with their thoughts about CBS News and the media at large. This week, we turned to William Powers, a columnist for National Journal and a former reporter for The Washington Post. Below, Powers offers some suggestions about what he thinks the "Evening News" with Katie Couric should look like, come September. As always, the opinions expressed and factual assertions made in “Outside Voices” are those of the author, not ours, and we seek a wide variety of voices. Here's Bill:Katie Couric's move to the anchor slot at the CBS "Evening News" has already generated a lot of noise. There will be much more as her September debut approaches.
Yet, for all the hoo-haa, I don't think it's become apparent why this is such a big moment for television news.
Couric is a rare bird, and I'm not talking about her gender. She's the first evening news anchor to arrive as a fully formed public figure with a true mass following. It's taken other anchors years to earn the respect and affection of their audiences, to reach the point where they were on a first-name basis with the culture: Dan, Tom and Peter. Katie is there already and she hasn't even begun. In the past, the anchor job has magnified those who held it. Couric will magnify the job, which has been shrinking in significance and influence for many years.
There is now a whole generation of media consumers who, when they think about network news at all, know it mainly as the butt of jokes, in particular a very funny joke called "The Daily Show." Connie Chung's recent torch-song travesty was a sensation partly because it crystallized what is now the popular view of TV news people: absurd, clueless, tone-deaf boobs.
Things are at such a low ebb, it's tempting say network news has nowhere to go but up. Alas, this is not true. Collectively the three evening network newscasts still pull in tens of millions of viewers, numbers that are the envy of cable news. The problem is the demographics of this audience, which run the gamut from old to ancient, as the ads make clear with their leitmotifs of incontinence and constipation. These core viewers are headed inexorably for the exits, and as they go, there's a real possibility nobody will be there to replace them. If the network news fails to recover the magnetism and influence it once had, it will die with the last Baby Boomer, if not before.
This is why Couric, with her unusual combination of Hollywood charisma and journalistic smarts, represents such a fantastic opportunity, not just for CBS but for TV news in general. If anyone can pull the nets out of the hole they're in, she can. My only hope is that CBS doesn't blow the chance.
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