Katie Couric Weighs Anchor
In one of the most highly anticipated developments in the recent history of network news, Katie Couric stepped into the spotlight Tuesday night as the anchor of the CBS Evening News.
"Hi, everyone. I'm very happy to be with you tonight," Couric said simply before introducing the broadcast's lead story, a piece on the resurgence of the Taliban in Afghanistan.
Her introduction normally would have been read by an announcer, but in this case, viewers heard the voice of CBS News legend Walter Cronkite make the introduction.
The 30-minute broadcast ran smoothly and ended with an appeal from Couric for suggestions from viewers on how she might sign off at the end of each show. For now, Couric chose this ending: I'm Katie Couric. Thank you so much for watching. I hope to see you tomorrow night."
Couric had ended the broadcast -- or so she thought. A round of applause erupted in the studio, and Couric stood up, throwing her script into the air. She was beaming.
But a second later, she realized the camera would be trained back on her momentarily. She sat back down, everyone hushed, and the closing music rolled with Couric on screen smiling, her notes on the floor.
When the music ended, champagne corks popped in the studio. When Couric made her way out from behind the desk to greet the Evening News staff, a martini was thrust into her hand. She downed half of it before speaking.
"I have to interview the president tomorrow, so I can't have too much," Couric joked.
Evening News Executive producer Rome Hartman praised Couric's performance and then tossed a verbal bouquet to the news staff for a smooth production.
"We've all looked forward to this day, but this is really day one," Hartman said. "Imagine in six months what ass we will be kicking."
CBS is betting a chunk of the ranch that the 49-year-old newswoman can boost ratings, lure additional advertising dollars and re-energize a news division demoralized by a flawed story on President Bush's National Guard service that prompted the departure of four CBS News employees.
The first woman to solo as anchor of a network evening news show is also being asked to fill some big shoes: CBS has been home to many of the giants of broadcast journalism, including Edward R. Murrow and Cronkite.
The weeks leading up to Couric's debut have been among the most intense in the memory of CBS News veterans. Interview shoots for an hour-long September 11 special as well as screenings and production meetings for her first 60 Minutes piece had to be scheduled around daily studio rehearsals for the evening news program. (The weekend news staff has produced the show over past two weeks while the weekday staff practiced with Couric.)
There have also been wardrobe fittings, promotional spots and a crash course on the Internet. Her online blog, "Couric & Co.," will appear on CBSNews.com.
"Sometimes I feel like human chum," Couric told one interviewer.
Couric went into battle with a new set, a rebuilt newsroom and fresh theme music written by an Oscar-winning composer (James Horner of "Titanic" fame).
The 15-year veteran of NBC's "Today" show will need all the help she can get.
The evening terrain has shifted mightily in the past two years. The three veteran network anchors who dominated the evening news since the early 1980s — Tom Brokaw, Peter Jennings and Dan Rather — all have departed.
Couric will go head-to-head with NBC's Brian Williams and ABC's Charles Gibson. CBS trails NBC and ABC in the evening ratings, but drew closer to the competition during the 18 months Bob Schieffer headed the show. Schieffer served as interim anchor while CBS sought a permanent replacement for Rather, who stepped down after 24 years in the anchor chair.
Couric is also battling some disconcerting long-terms trends that have discouraged many advertisers. The three network evening news shows have lost about half of their viewers over the past 20 years, and the median age of viewers hovers near 60.
If that isn't enough, there's Couric's gender. She was repeatedly asked about her wardrobe for the first show.
"You're kidding, right?" she told one reporter.
"Sadly, I'm not," the reporter replied.
Her long stint on NBC's morning show has raised the "fluff" factor, something that didn't happen when Gibson, a morning news veteran, took over as anchor of ABC's evening news program.
"I think there is some residual sexism, and I think women are sort of judged by different standards," Couric said. "But I try not to get too preoccupied by that. I think that I feel very confident in who I am as a person and as a professional. "
The impact of Couric's presence on the show may not be known for many months. Shifts in viewer preference tend to unfold at a glacial pace, and ratings are influenced by many other factors besides the performance and personality of the anchor.