Listen to the Joystiq Podcast (because your ears can't read)
Holidash Blog

AOL Money & Finance

CBS tries to re-brand Katie Couric

Broadcast television is all about viewers these days. From Brian Williams to Katie Couric, the format, delivery and audience are all about moving targets and semi-celebrity more than content in many cases. Why? Because a whole new generation of news seekers can get their fixes on cellphones and laptops -- live -- 24 hours per day. Why wait until the next morning or the next evening to get your news?

In particular, Couric's personality -- which was marketed as bright and perky -- was intended to attract an audience who CBS Corp. (NYSE: CBS) execs thought would actually care. Turns out, they didn't. Now the re-branding of Couric with CBS's Evening News uses words like "impressive" and "poignant" to describe the peppy news host. Is anyone listening? Certainly not the younger and women viewers who CBS was trying to recruit with its previous Couric spunk.

CBS Corp. CEO Les Moovness said "I wish younger people would watch the news. It does not look like that is going to happen." Good call there, Les. Broadcast television news is part of the old media guard, not the new media instant fix. It's hard to think any younger viewers will plop down to waste 30 minutes of their time (with untargeted advertisements, no less) when all the news is available for free anytime. Question is: what is CBS going to do when the core audience starts turning off the tube? Re-market Couric yet again?

Reader Comments (Page 1 of 1)

Add your comments

Please keep your comments relevant to this blog entry. Email addresses are never displayed, but they are required to confirm your comments.

When you enter your name and email address, you'll be sent a link to confirm your comment, and a password. To leave another comment, just use that password.

To create a live link, simply type the URL (including http://) or email address and we will make it a live link for you. You can put up to 3 URLs in your comments. Line breaks and paragraphs are automatically converted — no need to use <p> or <br /> tags.

Symbol Lookup
IndexesChangePrice

Last updated: December 05, 2008: 07:49 AM

BloggingStocks Exclusives

Hot Stocks

BloggingStocks Featured Video

TheFlyOnTheWall.com Headlines

WalletPop Headlines

AOL Business News

Latest from BloggingBuyouts

Sponsored Links

My Portfolios

Track your stocks here!

Find out why more people track their portfolios on AOL Money & Finance then anywhere else.

BloggingStocks Partners

More from AOL Money & Finance