On Monday, the CBS Evening News with Bob Schieffer (but anchored by Harry Smith) aired a new promo for the CBS Evening News with Katie Couric in which Couric promised a newscast that will not just explain “what happened,” but also what the news “means to you.” That sounds just like a plug for the worst of gimmicky local TV “news you can use.” Couric maintained, of providing what the news “means to you,” that “I'd like to see more of that and I think viewers would too." For Couric's portion of the 15-second promo, CBS made her image fuzzy, as well as the knick-knacks and flowers in the background. Could the Martha Stewart-like stage be the new “news” set? Beside her you can see a phone and what looks like the top of a computer screen. Maybe the blurry image is intended to convey warmth and softness.
Transcript of the promo spot aired in the last ad break of the August 7 newscast anchored by Harry Smith:
Couric: “I believe people really want perspective and I think there's a way to do that by explaining not just what's happened, but what it means to you. I'd like to see more of that and I think viewers would too.”
Announcer: “The CBS Evening News with Katie Couric begins September 5th.”
As detailed in a June 23 NewsBusters posting, anchor Bob Schieffer promised, in an earlier pre-taped promo, that Couric will be a “straight-shooter”:
"Journalism is a team sport and I’ve known Katie Couric since she broke into journalism and she’s going to be a great addition to the CBS News team. She’s tough, she’s fair, she’s a straight-shooter. I’m heading back to Washington this fall and I want to welcome Katie to our team. She’ll be terrific. Just watch."