Rather's exit spotlights change for US news anchors

LOS ANGELES - They were once so powerful they were known collectively as the "voice of God. "

But as Dan Rather anchors his last newscast this week for CBS, the departure of the veteran newsman underscores the end of an era in which network anchors assumed iconic stature as the face and voice of current events for a generation of Americans, analysts said.

With Rather stepping down after 24 years at CBS Evening News, it leaves Peter Jennings, ABC World News Tonight anchor, as the only throwback to the days when network news was king, before millions turned to cable and the Internet for news updates.

Tom Brokaw, who anchored NBC Nightly News for 21 years, stepped down in December and was replaced by Brian Williams.

"The role of the news anchor was born in the era of three networks, 6 o'clock family dinners and a pretty broad consensus about the nature of accuracy and fair journalism. We don't have any of that any more," said Martin Kaplan, associate dean of the University of Southern California's Annenberg School of Communication.

"In this new era, it's hard to imagine any media conglomerate being able to justify stratospheric anchor salaries when audiences graze many platforms for news, and when no personality has a lock on objectivity," Kaplan said.

Rather, who is being replaced for the time being by Bob Schieffer, assumed the anchor seat from Walter Cronkite, the unchallenged "face and voice" of CBS who was once dubbed the "most trusted man in America. "

CBS chairman Leslie Moonves and other commentators have used the term "voice of God" to describe the aura that surrounded news anchors in years past.

Rather, whose last broadcast is on Wednesday, announced his retirement weeks after he presented a controversial story about President George W Bush's military service on CBS's "60 Minutes II" programme, which was found to be based on now discredited documents.

CBS, which wound up firing four news executives for their role in the story, has indicated it may drop "the voice of God " single anchor format once Rather leaves in a bid to lure younger viewers and boost ratings.

Network chairman Moonves said in January he was considering having several anchors in an ensemble format that could include having the show broadcast from different cities.

He said he may also opt for an unexpected name as anchor. Rumors have also circulated that CBS was trying to lure comedian Jon Stewart, host of cable TV's The Daily Show, a popular newscast parody, as a commentator.

The Daily Show airs on Comedy Central, which is owned and operated by MTV, another division of Viacom.

"Given he's under contract through 2008 at Comedy Central, CBS would be the only network that could hire him, but I'm not aware of any specific discussions he's had with CBS news," said Tony Fox, as spokesman for Comedy Central.

Other media question whether CBS will toy much with its established evening news format.

"Even with dancing clowns and monkeys, the younger audience has never been a demographic that watches network evening news. In the end, I doubt CBS will mess with the formula too much, " said Robert Thompson, professor of media at Syracuse University.

"For the most part, CBS has to concentrate on getting its share of the targeted audience," he said.

About 30 million people watch network evening news, compared with 6 million who watch cable news channels like CNN, MSNBC and Fox. CBS Evening News has long ranked third of three networks.

"It seems to me that the news anchor's business was to provide viewers with a father figure like Walter Cronkite. Dan Rather went along with that mold later in life, but I think networks are moving away from that now," said Paul Kagan, media analyst with Kagan Capital management.

Rather prided himself as an "anchor-reporter", interviewing world leaders from Fidel Castro to Saddam Hussein and reporting from such datelines as Baghdad, Kabul and Moscow.

But some feel Rather's legendary bravado has been lost on young viewers.

"The day and age of the gritty, out-in-the-wilds of Vietnam anchor may not be as relevant today. And the experiences that created Rather's huge brand are unknown or not even remembered by younger viewers," said Brent Magid, chief executive officer of Frank Magid Associates research company.

- REUTERS