CBS Rolls Out Initial Katie Couric Campaign

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Hey, did you hear that Katie Couric will start anchoring the CBS Evening News on September 5? If not, you'll be bludgeoned over the head with that message beginning soon.

The network has rolled out its first promotional campaign on behalf of the former Today host. It ends with Bob Schieffer simply stating: "Just watch." Such a spot has already begun airing on CBS news programs around the country.

Katie Couric Photograph

Initially, Schieffer will introduce Couric to his audience. As he does so, Couric appears briefly on the screen, looking serious and talking on the phone, but not speaking.

Later in month, phase two of "Katie Takes Over the Airwaves" will feature ads with Couric talking about the news and how to cover it, said CBS News President Sean McManus. The commercials will gradually branch out to other CBS programs, then to other network.

"There's not a great necessity to let people know that she is starting on Sept. 5," McManus said. "The entire world will know that. We're trying to give a sense of transition."

Couric, McManus, and CBS Evening News executive producer Rome Hartman met last week for their first planning session on the new broadcast. A new studio will take the place of Dan Rather's old digs when Couric begins in the fall.

Right now, Couric is traveling to six cities, including Denver and San Diego, in a "listening tour" series of meetings with viewers to hear some of their ideas about what they want for the news.

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