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MediaBuyerPlanner: Under new leadership, Katie Couric's newscast on CBS already has a tougher feel to it, and perceptions of the newscast are changing for the better, writes Media Life. Bloggers, for example, have noted a greater focus on hard news and a firming of the soft edge that Couric has brought to the newscast.
It is unclear, as of yet, whether this sharper focus will make a difference in the ratings. In the first week since new executive producer Rick Kaplan came onboard, the newscast dipped 3 percent from the previous week. (The show average, however, included only three days due to delays from the NCAA men's basketball tournament.) It remains down 3 percent season to date compared with last year.
Even if viewers like the change, it could take months or longer - if at all - for viewers to notice and react.
According to the article, the seemingly tougher new side of Couric is proof that CBS's plan to reinvent the news with a softer focus may have been misdirected and that what viewers want is top stories told smartly. The article points to the rise of ABC's Charles Gibson - bland but capable - as further proof.
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