Word: anchors
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Dates: during 1980-1989
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CHRISTINE CRAFT WAS a popular news anchor in 1981, for Kansas City television station KMBC-TV. In eight months, Craft had helped propel KMBC's news ratings from second to first in the nation's 27th largest market. There was a problem: the station did not think she was pretty nor deferential enough to men. Craft found herself out of a job, and Metromedia, Inc., which then owned KMBC, later found itself in court...
...news often proves as unintrusive as Muzak as well. After the broadcast's first block of eight minutes or so, viewers get three minutes of weather (no phone numbers, though), four to five minutes of sports, and three or so soft-news packages, as opposed to voice overs (an anchor narrating a videotape). Last summer, even in Chicago, which is recognized as one of the country's strongest local markets, viewers could have watched reports on "Flashdance chic" in the city; a camera and a reporter followed a few unsuspecting women who wore oversized sweatshirts...
...TODAY mirrors local TV news in other ways as well. Before each commercial break, an anchor gives a brief run-down of "what's coming up," teasers that, though uninformative, keep viewers watching. When Dan Rather replaced Walter Cronkite, the CBS Evening News joined ABC and NBC is the some practice, one which many newspapers follow as well, but one which USA Today takes to ridiculous extremes...
Hundreds of people share in the mounting of a network newscast, which may be the most collaborative enterprise in journalism. Anchors, in the judgment of the most successful of them, Walter Cronkite of CBS, are merely "the familiarity factor, like the typography and makeup of a newspaper." After surveying last week's ballyhooed return to solo anchoring, Cronkite faulted all three networks for "working on appearance rather than substance: if the content is right, it does not matter whether there is one anchor or six." Yet when the shows are so similar, perhaps all that the networks have...
...movement from the week before, when CBS led with 26% of the TV audience, while ABC and NBC were roughly tied for second with 20% each. But then, if the promotional hype is discounted, the new season for TV news is not much of a change. Jennings has been anchoring ABC's show for two months, and Brokaw has been NBC's co-anchor (with the ousted Roger Mudd) for more than a year. Rather has been in place since March 1981. CBS News President Van Gordon Sauter cautioned, "There will be a lot of viewer sampling...