Quickie Review: 8:30 Edition of "Evening News"
So, what did you think of "The CBS Evening News with Katie Couric" last night? First - ever - "Evening News" edition in prime time, 8:00 p.m., which makes it a landmark in the television news business.
My thoughts:
1.) A regular edition - with few, or no hooks, that would make you think this is different. Why? Because the whole idea, if I understood it correctly, was to show viewers exactly what this program looks like on a typical night.
Bottom line: Smart decision. Any gimmickry or bells 'n whistles would suggest a bait-and-hook; best to simply reveal what you do and leave it at that.
2.) Not much Katie. There was certainly some, but the ratio of Katie to the rest of the program was just about the same as on most nights. Obvious exception was that long set-piece on the abuse of Army wives, reported by KC, plus a little cross-talk with Steve Hartman.
Bottom line: Again, a smart decision. Too much KC would suggest this whole venture was a vanity project, designed to puff up her Q scores and "likability." It would imply NEEDINESS. In other words, it woulda felt like an infomercial for Katie. That woulda been foolish - viewers already know who she is and what she does; they need to see what kind of show she's fronting every night.
3.) Normal commercial load. Which is to say, a lot of ads.
Bottom line: A grave mistake; in fact, so grave that I think it nearly botched the whole experiment. Why not reduce the commercial load for JUST ONE NIGHT? Why not a single-sponsor telecast? Anything that woulda kept viewers watching rather than forcing them to turn to "Idol" or whatever else they wanted to turn to. ("Single sponsor" shows have been around a while, BTW.)
4.) Story composition about average.
Bottom line: By "average," I mean "not great." The lede, a Chip Reid talker on the bailout vote, was freshened up, but the outcome was obvious (and reported) by 6:30. The Hartman piece on the survivor of Flight 1549? Too soft. The gang warfare in Mexico piece? Solid enough, I suppose, but what was the daily hook? I'd have bopped that one to the 6:30 show, and run the terrific Elizabeth Palmer piece at 8:00 instead (the story on rabid corruption in Kabul). And a Dave Price weather story? Redundant, to the extreme.
So, the bottom bottom line: The experiment was a worthy one and probably accomplished what CBS News set out to accomplish - that Katie's a good anchor, and the show she anchors deserves a second chance. Now...do another primetime edition...