Katie's New Commercials

by Michele Cheplic | More from this Blogger

03 Jul 2006 12:59 PM

Have you seen the new commercials on CBS featuring Katie Couric? Ironically, the soon to be first woman solo anchor of a network evening newscast is barely on air long enough to be recognized.

Call it a soft sell... I mean really soft. The new commercial that has just begun airing on CBS News programs is considered the first step in introducing the former "Today" show host to viewers. If you haven't seen it yet, here's basically what you are missing: Current "CBS Evening News" anchor, Bob Schieffer introduces Couric to viewers; he ad-libs; you see a quick shot of Couric on the phone looking like she is having a serious conversation; then Schieffer ends with a simple request: "Just watch."

Couric's first day behind the "CBS Evening News" anchor desk is September 5th. Which means that CBS needs to make the most of the long days of summer to promote their new star. Phase two of "Operation Promote Katie" gets underway later this month. CBS says ads featuring Couric "talking about the news and how to cover it, will gradually branch out to other CBS programs, then to other networks." Then a few weeks prior to her debut, advertising will include specific promotions for segments in the "CBS Evening News."

Meanwhile, the newsroom studio where Schieffer and Dan Rather anchored from has been torn down and crews have been working overtime to construct a new one that Couric will preside from. While the set transformation continues in New York, Couric is on the road traveling to six cities, including Denver and San Diego, for a "listening tour" series of meetings with viewers to hear some of their ideas about what they want to see on the news.

With Couric on board, CBS News executives say their goal is to "bring in a younger audience and a different audience." Currently, the median age of evening-news viewers among the three broadcast networks is over 60--a segment of the population that studies show traditionally doesn't embrace change. We'll just have to "tune in" to see if they'll make an exception for Katie Couric.

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Learn more about Michele Cheplic

Michele Cheplic was born and raised in Hilo, Hawaii, but now lives in Wisconsin. Michele graduated from the University of Wisconsin-Madison with a degree in Journalism.

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