"To see us gaining and making strides in some of these major markets is wonderful news," Couric says. "I've always felt proud of the broadcast even in the early days when it was so criticized for certain elements. I'm one of these people who thinks it's OK to take chances and to try things. ... I always thought even the things that weren't well-received were noble efforts in trying to evolve the broadcast. So, the fact that we're doing well is very gratifying."
Couric has taken considerable risks with her persona the past two years in an effort to find a new multimedia model for network anchors in the digital age. Brian Williams, of NBC Nightly News, has developed by far the most successful voice as a blogger, even as he led his newscast to neck-and-neck No. 1 on-air ratings with Charles Gibson and ABC World News. But Couric seems game for almost anything in new media - from her video posts on the Couric & Co. blog, to the Web cast she will anchor starting tomorrow.
"I think one of the most exciting aspects of my coming to this job was the chance to spread my wings on the Internet," the University of Virginia graduate says. "I think anybody who hasn't been living under a rock for the last 10 years understands how news consumption is changing dramatically and how the Internet is playing an increasingly important role. ... I'm a naturally interactive person in terms of my personal style, and we're trying to reach out to folks."
One of her most intriguing efforts is found on Couric's YouTube channel, where the camera is allowed to capture her in a more informal way.
"On the Internet, it's a much different sensibility. They want it a little more raw, less filtered, less varnished. ... And I think that plays to my strengths. It's sort of more of a Today show sensibility in terms of being relaxed or being able to make a mistake or laugh at yourself or ask an off-the-wall question. ... I always thought that, hopefully, I could be a successful bridge between traditional media and the Internet, just in terms of the way I communicate in a more casual way."
While analysts generally applaud Couric's commitment to new media, they are also largely reluctant to make too much of it until her old media issues are resolved.
"Even given the gains in cities like Baltimore, the question is, 'Can they build on them and improve the national ratings?,' " says Gomery, scholar in residence at the Library of American Broadcasting. "They have to do that first, and it takes time. The question then becomes how long Couric and CBS are willing to stick with it."
