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Welcome to any readers of Brian Stelter at The New York Times arriving here to check out my opinion on whether a potential move from 60 Minutes to CBS Evening News would be a demotion for Scott Pelley. This is a thinkpiece I wrote last year about the prospects for a half-hour evening newscast maintaining its viability in an online digital age in which the 24-hour news cycle is an anachronism.

60 Minutes has already taken strides to establish a brand for itself standing separately from CBS News. It airs business-related reruns from its archive on CNBC, a nominal competitor. It seeks to go beyond its broadcast timeslot with its Overtime extras.

The next anchor at CBS Evening News, whether Pelley or anyone else, would have a similar task. The measure of the new anchor's success will be the ability to make such a transformation--not the newscast's Nielsen ratings in the 6:30 timeslot. Pulling off such a success would be no demotion.


Andrew Tyndall 4/12/11 5:30:43 pm

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