Word: anchorship
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Dates: during 1990-1999
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...executives Eric Ober and Howard Stringer suggest, implausibly, that the co-anchorship was Rather's idea; Rather recalls that Stringer broached the notion. But even Ober, for all his gush about freeing Dan to report from the field, admits the goal is better numbers. In the 12 years since Rather took over for Walter Cronkite, the show's share of the audience has shriveled by a third. Meanwhile, Tom Brokaw's piece has shrunk only 10%, and Peter Jennings' has held steady -- heroic achievements in this twilight-of-the-networks...
...long-lived. NBC once considered hiring Diane Sawyer as a co-anchor, and discussions of teaming Brokaw with, say, Jane Pauley will now revive. But, says Brokaw, "I'd be bored. There's not enough for two people to do." If ABC wants to switch to a co-anchorship, the No. 1-ranked Jennings says firmly, even blithely, "they can, but then I'll go back and be a reporter...
...most local newscasts are anchored by two people, almost always a man and a woman. One reason is that co-anchorship makes a show seem fast-paced. Then there is the quasi-feminist, yin-and-yang rationale: viewers evidently prefer a male-female balance at the anchor desk. (Indeed, after a decade of watching Chuck-and-Sues and Bree-and-Michaels on local news, the public was prepared to accept Hillary-and-Bill -- and to obsess on their haircuts.) "This makes more sense than the teams that have been tried," says Friedman, who produced NBC Nightly News until February...
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