By Rob LeDonne
It was one of the biggest stories this year in television: the departure of Katie Couric from NBC’s hit ‘Today Show’ to anchor CBS’s sinking ‘Evening News’. For about a year there was speculation. Then, one faithful spring day she announced it, and left ‘Today’ shortlyafter. A fierce ratings battle was expected and many were wondering if NBC and ABC could withstand the wrath of Couric’s nightly news power.
After all, she enjoyed many years at number one anchoring ‘Today’, and many contributed the show’s general success to Couric. Finally, it was September 5th, and her first night at the job snatched thirteen million curious viewers- a record high for CBS’s ‘Evening News’.
Ever since that strong opening, ratings have steadily declined and now CBS is right back where it started, in last place. Last week, NBC garnered nine million viewers, ABC had eight million and CBS managed to get a mere seven million. To put this in perspective, in a recent airing, more people tuned into VH1’s reality show ‘Flavor of Love’ than watched Couric’s broadcast last week.
This is grim news, considering CBS is paying Couric a whooping $15 million a year, raising the question: if Couric continues to draw small audiences, will CBS dump her at the end of her contract and recruit someone else? What will she do then?
For now, at least, one might think that overhauling the show will boost ratings. Couric’s ‘Evening News’ includes various new segments including ‘Free Speech’ where one random person gives his/her opinion every night on any desired topic. In a recent interview with Rome Hartman, the executive producer of Couric’s broadcast, he explained that the ‘Free Speech’ segment (which NBC and ABC does not feature) was meant to lure younger viewers saying, “People either like it or hate it. People who hate it really hate it. And some of those people work here.”
As to what the future holds Couric, only time will tell. Perhaps viewers still have to warm up to Couric doing hard news, and ratings will increase slowly but surely when they do. At least that’s what CBS is hoping.

