CBS Evening News goes “Multi-platform”

According to this NY Times article – the NEW CBS Evening News with the once cherubic Katie Couric will be sent out across multiple platforms “to capture a wider audience”. Like fishing I guess.

The multiplatform strategy will involve simulcasting the first segment of the evening news on CBS Radio News, which will be be made available to its more than 500 affiliated stations around the country.

I hope Couric’s copy isn’t overly dependant on the slick new visuals they’ll surely have in use.

The strategy will also include on-demand, extended Webcast interviews (done by Ms. Couric or CBS correspondents) and daily on-camera Web rundowns of the news lineup for the television broadcast that evening.

The first part sounds good – most of the stories they run are fairly shallow and always have me screaming for deeper coverage. The second part sounds like News Promos to me.

“Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS news will be available to you,” said Mr. McManus.

I admit to being conflicted about this.

One the one hand I see a former Old Media Giant desperately trying to win at it’s old game – still searching for MASS – longing for the long lost “60 share” days.

But I also see an old dog trying some new tricks and I admire that – even if I fear they may end up using OLD one way push “broadcasting” techniques in new media-spaces. I am genuinely curious about what they come up with.

Ultimately what CBS News seems to acknowledge with these moves is that the days of them “telling it like it is” at a specific time every day, and demanding that WE all dutifully show up – almost as if by appointment – to watch and consume it along with largely irrelevant commercial messages is fading fast.

At least that’s what I HOPE they seem to be acknowledging. ,-)

Hooray that.


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