The Katie Couric Conundrum: What Should CBS Do?

By Mike Hess Posted Feb 4th 2010 01:40PM

Katie Couric's tenure as the anchor of CBS' 'Evening News' has been one of just as many highs as lows. Through it all, she's weathered the storm -- both critical and public -- and persevered despite generally ranking last among the Big Three network evening broadcasts for almost all of her time at CBS since 2006. And, as everyone saw with Conan O'Brien and Jay Leno, the business side of television can be a demanding and cruel landscape, and with Couric's (very meaty) contract up next year, many are pondering what will transpire with CBS' Couric conundrum.

The state of the economy is affecting everyone, and new reports claim that Couric's whopping $15 million a year salary might have to be trimmed a bit if CBS keeps her on board. For comparison, NBC's Brian Williams -- who almost permanently holds the top spot among the nightly network news broadcasts -- makes $10 million a year and pulls in on average more than 3 million more viewers (averaging around 10 million viewers compared to Couric's 6.5-7 million) than Couric.

This week, the New York Post reported that there was a "populist backlash against Couric's cash" brewing, but CBS News & Sports President Sean McManus quickly stepped out to extinguish the rumor-mill flames.

"Nobody in the business works harder than Katie and I can tell you unequivocally that there have been and are no plans and not even a single discussion about making a change or renegotiating," McManus told the Huffington Post. Still, McManus told TVNewser that "when Katie's contract is up there will be a spirited competition for her services, based on the work that she's done in the last few years."

Roger Friedman, who writes the Showbiz411 column for The Hollywood Reporter, tells PopEater that CBS is going to do everything they can to hold onto Couric, even in lieu of her third-place performance for the network.

"They've already invested a lot in creating and promoting her as anchor of the Evening News. They're not going to abandon that next year," Friedman told us.

In the first days of Couric's CBS debut, ratings skyrocketed for the 'Evening News' broadcast due to public interest as to how Katie would handle the job -- much like how Conan O'Brien drew his biggest numbers in his final days on the 'Tonight Show,' with everyone wanting to see what would happen. Sadly for Katie, once the initial interest faded away, so did her viewers.

During the 2008 presidential election, though, Couric gained a heap of redemption -- and credibility among her skeptics -- when she sat down for a now-infamous interview with vice presidential candidate Sarah Palin. Couric asked the Alaskan governor questions that Palin later dubbed "gotcha journalism" -- namely what kinds of magazines she reads and how Alaska being close to Russia relates to foreign policy. The Couric-Palin showdown put Katie back in the public eye, but much like her debut, the attention eventually faded away.

Couric's past in the word of less-serious television -- namely the 'Today' show -- has many wondering whether the fact that her contract expires in the same year that Oprah Winfrey is ditching network TV to start her own cable empire could result in Katie jumping ship to go back to fluffier programming.

"Some viewers that were accustomed to her more perky side had a difficult time accepting her covering more serious news," says Michelle Lee, Executive Editor of In Touch Weekly.

So what should CBS do? It really depends who you ask, as both of our experts seem to have different ideas as to what's best for both involved.

"CBS News is a dinosaur fighting for survival. Katie is the network's last best hope," Friedman tells PopEater. "She's a news person. She was raised on news, and wants to be taken seriously. Closet make overs and DNA tests don't seem like her milieu. People want a new Oprah. But if there's one out there, we haven't seen them yet."

Still, In Touch Weekly's Lee disagrees, and thinks that this could be the perfect opportunity for Couric to make her move back to the peak of the television food chain.

"Katie has the interviewing skills and personality to headline a daytime talk show like Oprah, so this could be the strategic move that brings her back on top."

No matter what happens -- whether Katie stays or goes -- let's just hope things work out a bit tidier than they did with Jay and Conan.

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Katie Couric Snapshots

A bundled-up Katie Couric trudges through a frigid winter day in New York City in this photo. Click for More Pics of Katie Out and About >>>

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NEW YORK - JANUARY 20: Actress Susan Sarandon attends a Haiti Disaster Relief Fundraiser at SPiN New York on January 20, 2010 in New York City. (Photo by Steven A Henry/Getty Images) *** Local Caption *** Susan Sarandon

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Susan Sarandon (L) and Eva Amurri arrive to the 15th Annual Critics' Choice Movie Awards - Afterparty held at Katsuya on January 15, 2010 in Hollywood, California. 15th Annual Critics' Choice Movie Awards - After Party the Hollywood Palladium Hollywood, CA United States January 15, 2010 Photo by Michael Tran/FilmMagic.com To license this image (59294326), contact FilmMagic.com

Susan Sarandon Snapshots

Susan Sarandon and Eva Amurri arrive at the 15th Annual Critics Choice Movie Awards Official After Party at Katsuya on January 15, 2010 in West Hollywood, California. 15th Annual Critics' Choice Movie Awards Official After Party - Arrivals Katsuya Hollywood, CA United States January 15, 2010 Photo by Todd Williamson/WireImage.com To license this image (59304452), contact WireImage.com

Susan Sarandon Snapshots

Susan Sarandon and Eva Amurri arrive for the 15th Annual Critics Choice Movie Awards Official After Party at Katsuya on January 15, 2010 in West Hollywood, California. 15th Annual Critics' Choice Movie Awards Official After Party - Arrivals Katsuya Hollywood, CA United States January 15, 2010 Photo by Craig Barritt/WireImage.com To license this image (59294923), contact WireImage.com

Susan Sarandon Snapshots

Susan Sarandon arrives for the 15th Annual Critics Choice Movie Awards Official After Party at Katsuya on January 15, 2010 in West Hollywood, California. 15th Annual Critics' Choice Movie Awards Official After Party - Arrivals Katsuya Hollywood, CA United States January 15, 2010 Photo by Craig Barritt/WireImage.com To license this image (59294939), contact WireImage.com

Susan Sarandon Snapshots

Susan Sarandon is seen at the 15th Annual Critics Choice Movie Awards on Friday, Jan. 15, 2010, in Los Angeles. (AP Photo/Chris Pizzello)

Susan Sarandon Snapshots

LOS ANGELES, CA - JANUARY 15: Actor Matt Gerald arrives at the Critics' Choice Movie Awards After Party hosted by Susan Sarandon on January 15, 2010 in Los Angeles, California. (Photo by Valerie Macon/Getty Images) *** Local Caption *** Matt Gerald

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LOS ANGELES, CA - JANUARY 15: Actress Bailee Madison arrives at the Critics' Choice Movie Awards After Party hosted by Susan Sarandon on January 15, 2010 in Los Angeles, California. (Photo by Valerie Macon/Getty Images) *** Local Caption *** Bailee Madison

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LOS ANGELES, CA - JANUARY 15: Actor Justin Jon arrives at the Critics' Choice Movie Awards After Party hosted by Susan Sarandon on January 15, 2010 in Los Angeles, California. (Photo by Valerie Macon/Getty Images) *** Local Caption *** Justin Jon

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Tags: katie couric, KatieCouric

Comments

(426)

Friday 05 February

By buz

Lowest Rank Vote down Vote up Report this

Katie didn't do anything to Palin. Palin couldn't handle the simplest of questions and came off looking like the uninformed mediocrity that she his. Her fault, not Katie's.

By Georgia

Vote down Vote up Report this

Oh yes we do like her for what she did to Sara Palin. Tell me what is wrong with asking someone a simple question like "what newspapers do you read or what magazines do you read"? It was a simple question any moran could answer. Really showed Palin up for the unqualified opportunist that she is. Even Alaska doesn't want her back.

By Cindy Joyner

I will never like Katie again, after her set up to Palin. Who does she think she is? She knows she did a negative setup to Palin. Her down and rude disposition did it in for me. Katie needs an interview with Simon Cowell.

Monday 01 March

By Dennis

Fire her for what she did to Sarah Palin???? I think Sarah Palin is so stupid that she wants to blame it on anybody else. What an example of overrated talent Palin is.

Thursday 04 February

By Bob

Highest Rank Vote down Vote up Report this

CBS deserves Katie. She is failure just like other Obama stooges. The only upside in ratings remains with Fox and will stay there. CBS, NBC and ABC are nothing more than Obama stooges and report the same opinion nightly. You can go from station to station and the agenda is the same.

By Paul

Bob: did ya eveer THINK that maybe something is wrong with Fox not the other better networks including CNN, CNBC, MSNBC I mean really use yer head

By Janice

What has Katie Couric's dilema to do with Obama. You racist a-- people need to quit. Your fricking hatred will burn you in the hell that you are making for yourself. Get a grip!!!!!!!!!!!!!!!

By Sandra

Yes Blob, Fox goes for quantity of viewers while the other networks go for quality of viewers. Based on the advertisements, the people who watch Fox must have bladder control issues, enlarged prostates and erectile disfunction.

By jarsd43

Lol...yes Fox goes for "quantity" and the others go for "quality"! That is so funny. What quality are you talking about? The kind where the liberal puppet masters pull the strings and the talking heads move their mouths up and down? You must have had the same Kool Aid they did!

By John

Don't worry about the imbeciles below. I am sure that they, like that other idiot on MSNBC, get a chill up their leg whenever the other networks are mentioned.

By DHoward

AMEN!!!

By Jeanne

Wazza matter Bob. Can't take a woman with brains? At least she made a success out of her career instead of being a loser like you obviously are. That goes for the rest of the losers on this board...AMAZING how threatened people can be by TRUTH.

By Joy D. Brower

Don't worry about the libtard posters here, Bob - they must constitute the bulk of her audience anyway. And what fool would think that ANY network wouldn't prefer QUANTITY over QUALITY of viewers? LOL - really!! The ratings determine virtually EVERYTHING in the business world of TV - get a clue!! Those other networks would KILL for Fox's ratings. Personally, since I never watch her (she's so phonily earnest it's painful), I couldn't care less what network she screws up. Her successful career (as Mz Perky on the Today Show) is behind her - past history. She's lucky to have had the long run she's had. If I were her, I'd take the money & run - and maybe do a couple "specials" a year, just to keep her aging mug in the public limelight. No, I'm afraid that, despite Palin's weak performance with that Couric interview, Palin will have the last laugh - her career is still on its ascendancy and she probably draws more audience with her occasional appearances on Fox than Katie does in a week of nightly news broadcasts!

By ChaseR

Bob, this articel is about Katie Couric, not Obamma, you IDIOT! BLess your little heart!

By Betty

Hey Joy- Sure sounds like you're a "paid Fox blogger" keeping their propaganda wheels turning. Just another "Goebbels" soldier following orders, I'll bet.

Make sure you keep your job. With Fox on your resume, no other network will ever hire you!

By Not Bob

Low Ranked Vote down Vote up Report this

So you, Bob, only go to Fox, where you know what THEIR agenda is also, and more to your liking. A real thinking man!

By Joyce

Wow Bob, I agree totally. The only news station I watch anymore is Fox News, specifically, O'Reilly. All the other networks, like Katie, are liberal idiots (stooges as you say). Make sure you vote Republican in November and get rid of this Bully Administration!!!!!

By Auge

High Rank Vote down Vote up Report this

I agree 100% with you Bob, I haven't watched the other stations
since Fox came on. As far as Katie goes, I haven't watched her since she was so nasty to Bob Dole and that has been years ago.
But, Mrs Dole came on her program and she made up for it. God
Bless Mrs. Dole for supporting her husband. In fact why doesn't
Katie take a cut in pay (all of them should) and send it to the
White House so they can balance just a 1/16 of the budget.

By Nancy Eaton

I don't suppose they could just fire her? Or, maybe she could take over for Conan @ 12 MN? I'm asleep by then.

By Andy

Did you see Jennifer Aniston's picture up there? I'd watch her do the news.

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