CBS: Problems, Problems

"CBS has hit some rough patches, according to Paid Content:

The parent company is under a mini-siege of sorts about
a) its performance,
b) Leslie Mooves’ salary, [sic]
c) Katie Couric’s disastrous tenure at the company,
d) layoffs (even on the digital side, as others are ramping up) and other issues…
e) CBS’s need for an acquisition is becoming apparent. Some CBS executives privately agree."
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"Indeed, other networks have found it difficult to keep low-rated shows alive, even if the programs notch fans in other venues. After keeping the sci-fi drama "Jericho" for another season due to fan protest, CBS decided to yank the drama. Last year, CBS executives admonished fans that no matter how much they enjoyed the program online and via DVR playback, low ratings could not be tolerated."
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"Moonves is a typical old-fashioned Hollywood mogul who believes that stars are the most important element in the success an entertainment program. He obviously believes that CBS's showcase news broadcast, The Evening News is not a news program but an entertainment program -- a show -- which is why he lured Katie Couric away from NBC to be its anchor. He thought she would bring personality and show biz spark to the show. But the largely 65+ audience for The Evening News didn't find perkiness a sufficient substitute for knowledge of current events or news judgment. The show's ratings dropped to an even lower third place than before Cute Katie came on board."

Television History

"The biggest disaster in the history of news television.

That's the only way to describe the Katie Couric fiasco at CBS News. The network that once set the standard for news broadcasting is mired so deep in ratings hell that they are thinking of getting rid of Couric after the November elections."
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"Now, it looks like Jericho’s producers at CBS Paramount are starting to realize that it may not be in their financial best interests to simply pull the rug out from under the 8 million-or-so loyal Jericho followers. They’re apparently working on a deal with cable television giant Comcast to revive the series yet again, and produce a third-season with Comcast footing a part of the bill. Comcast would then gain first-to-air rights to Jericho, before the networks at large have their opportunity to cash in. This is both out-of-the-ordinary, and quite revolutionary in what it proposes."

Older Couch Potatoes

I found an interesting article in the June 26, 2007 AdAge. For the fifth year in a row Magna Global's Median Age Report has found that the median age of people who watch the top five networks during Primetime has increased. It's not much- from 47 to 48 for the 2006-2007 season.

CBS has a median age of 54. They did lower their percentage of 65+ viewers and increased the percentage of viewers aged 50-64. So, CBS' average age stayed at 54. NBC's median age is 49, ABC's is 48, and Fox sits at 42. Median age of the CW viewers is 32.


Therefore, my question is why do CBS and other networks still insist upon wanting the 18-49 group? Maybe the median age is increasing because younger viewers are watching their favorite shows in other ways? Another report in the June 25, 2007 AdAge found that TV time is almost equal to the time 9-17 year olds spend involved in social networking. "And when kids are multitasking, they're four times more likely to pay closer attention to whatever they're doing online than to whatever they're watching on the tube. "
Could these older viewers be the reason Katie Couric's show isn't doing too well? Perhaps Leslie Moonves has ticked off the very audience he needs. Maybe he'd do well to start catering more to older couch potatoes.

http://adage.com/mediaworks/article?article_id=118837

http://adage.com/digital/article?article_id=118763