In a bottom-line business like television, that's a cardinal sin. Already-low morale in the news division is dropping, says a veteran correspondent there.
"It's a disaster. Everybody knows it's not working. CBS may not cut her loose, but I guarantee you, somebody's thinking about it. We're all hunkered down, waiting for the other shoe to drop."
Seven correspondents, producers and executives at CBS and other networks interviewed for this story spoke on condition of anonymity, given the sensitive nature of the Couric situation.
Couric and CBS were a bad fit from the start.
"From the moment she walked in here, she held herself above everybody else," says a CBS staffer. "We had to live up to her standards. . . . CBS has never dealt in this realm of celebrity before."
Media experts predict Couric's ratings won't improve anytime soon, given that news viewers tend to be older and averse to change.
Couric, 50, draws fewer viewers than did avuncular "interim" anchor Bob Schieffer, 20 years her senior. Much of the feature-oriented format she debuted with is gone, as is her first executive producer, Rome Hartman.
"The broadcast is an abject failure, by any measure," says Rich Hanley, director of graduate programs at the School of Communications at Quinnipiac University.
"They gambled that viewers wanted a softer, less-dramatic presentation of the news, and they lost. It's not fair to blame Couric for everything, but she's certainly the centerpiece and deserves a fair share."
CBS Evening News this season averages 7.319 million total viewers, down 5 percent from the same period a year ago, according to Nielsen Media Research.
Couric's viewership has dropped nearly 30 percent since her Sept. 5 premiere week, when she averaged an inflated 10.2 million viewers and led CBS News to its first Nielsen win since June 2001.
