network news gets with the program

TVNewser reports that CBS appears to have hit on a successful formula with their Evening News Makeover with Katie Couric:

For the fourth consecutive day, NBC Nightly News was #1 in total viewers, topping ABC and CBS. But the CBS Evening News with Katie Couric continues to attract more viewers in the prized 25-54 demographic than NBC and ABC.

I haven’t watched the program, but I do recall it being described (and attacked on Reliable Sources by Linda Douglass as not “serious news” and more like cable). It seems to be working with its target demographic, though. And one e-mailer to TVNewser has a theory as to why:

> Update: 2:07pm: A self-described “armchair analyst” has a theory: “I’ll tell you why CBS is coming in first in the demo. They’re getting the viewers they had their eyes on going into this – the viewers who are getting news feeds on their computers and mobile devices all day, and really don’t need a review of the headlines on TV at night. CBS is providing an analysis of the news which is meaningful to the demo viewers who have seen text headlines and maybe a picture or two all day. NBC is getting the older viewers who may prefer the traditional approach and don’t know the news until they see it at 6:30.”

CBS News seems to have made its peace with the Constant Information Era. The network cannot hope to compete in the breaking-news arena. The only place it can make a showing is on the opinion (aka analysis) side, because most of its viewers will already have absorbed the headlines and the sound bites; they will want to know what it means.

While this is excellent news for talking heads, it doesn’t bode well for individual reporters who hope to make their reputations on TV. Journalists will get little airtime. Among other things, “nichification of the media” will mean—already does mean, it could be argued—fewer stars. And even greater, more vicious competition for the few slots that do exist.

Sounds like fun viewing!