When Katie Couric makes her debut on the CBS Evening News on Sept. 5 on KMTV (Cox Channel 5), you won't have to be near your TV set to see her.CBS is trying to attract viewers the same way it did with its simulcast of college basketball's NCAA Tournament by offering its evening newscast in its entirety on its website, CBS.com.
By making her available online, CBS hopes to offset her three-year, $39 million contract by selling more advertising inventory to a younger demographic than that of its traditional broadcast.
Over the last four weeks, the "CBS Evening News," which Couric will anchor for the first time on Sept. 5, averaged 6.9 million viewers, trailing both NBC and ABC, Horizon Media's Brad Adgate said in a story by The Associated Press. For all three network news shows, the average viewer age is 60. By contrast, Kramer said the average viewer age on its news Web site is 45.
CBS was previously unable to "repurpose" news content because of restrictions in a contract with affiliates like KMTV and Lincoln affiliate, KOLN/KGIN. However, that agreement expired earlier this year. In the new contract, CBS news programs are exempt from restrictions that previously existed.
The online offering will feature the same seven to eight minutes of advertising time as the broadcast version. Since there are no affiliates to deal with, however, CBS will be able to sell more advertising directly.
Viewers on CBS.com will be required to register, which will prevent them from watching the program before it is aired on TV in their time zone.
As previously announced in this space, KMTV plans to revive its 6 p.m. newscast in conjunction with Couric's debut. The newscast was discontinued in September of 2003.
3 comments:
Boo! Katie Couric, BOOOO!!
she will be able to run over charlie gibson.
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