In an era where numerous TV news anchors are venturing into digital platforms, Katie Couric stands out with her unique approach. The former anchor of CBS Evening News and NBC's Today show established Katie Couric Media in 2017, beginning with a newsletter that has since grown into a robust team of nearly 50 professionals dedicated to producing podcasts, social videos, and more. Recently, Couric shared her journey and future aspirations with The Hollywood Reporter as she prepares to launch Barolo Films, a new entertainment venture poised to develop and produce documentaries as well as unscripted and scripted content.
Couric's entrepreneurial spirit was ignited by her early recognition of the shifting landscape of journalism. “I realized very early on that I was an early adopter of digital media,” she stated. Her transition to Yahoo in 2014 was fueled by her vision of merging traditional media values with the burgeoning technology of the digital age. This foresight allowed her to harness the power of online platforms for delivering news and information in innovative ways.
In 2018, after producing the impactful documentary Gender Revolution, Couric sought to continue her mission of explaining complex issues. This led to the establishment of Katie Couric Media, which she initially hesitated to name after herself to avoid a self-centered brand. However, recognizing her status as a household name, she leveraged this recognition to enhance her new media venture. “We realized early on, you had to sort of do everything, everywhere, all at once,” she explained.
The media landscape is rapidly evolving, and Couric emphasizes the need to adapt content for various platforms. She noted, “Mass media has become an oxymoron, and niche media is really the way to go.” Her understanding of how to navigate this fractured environment has been pivotal. Couric's team launched several newsletters, including Wake Up Call, a six-day-a-week newsletter that captures current events along with lifestyle features.
Couric acknowledges the challenges faced by traditional media, where executives often resist the necessary shifts toward digital adaptation. “There was a big transition period between 2014 and now,” she reflects, highlighting the reluctance among older executives to embrace the digital landscape. However, her extensive experience and established rapport with viewers provided her with a solid foundation to transition into the digital realm successfully.
Couric's latest venture, Barolo Films, named after a personal joke with her husband, aims to expand her storytelling reach through both scripted and unscripted projects. With several successful documentaries under her belt, including Fed Up and Under The Gun, she recognizes the profound impact of documentary storytelling in addressing critical social issues. Couric is currently collaborating on projects focusing on women's health inequities and the evolution of the news industry.
“I gravitate towards topics that need to be understood and solved,” she shares, emphasizing her commitment to creating meaningful content. One of her upcoming projects includes a scripted adaptation of her memoir, Going There, which aims to blend authenticity with humor. Couric believes that drawing from real-life experiences lends credibility and relatability to scripted content.
As an established media personality, Couric is aware of the growing demand for authenticity in storytelling. “We are in a moment where authenticity rules,” she asserts, suggesting that her success as an independent entrepreneur stems from her ability to present genuine narratives. Her unfiltered approach, often showcasing her life without the gloss of traditional television, resonates with audiences seeking real connections.
Moreover, Couric acknowledges the changing dynamics within corporate media, where pressures for ratings and profits can stifle honest reporting. She relishes the freedom of operating without corporate constraints, allowing her to cover stories without the fear of backlash. “I don’t have corporate overlords telling me what I can or cannot say,” she states, underscoring her commitment to journalistic integrity.
As Couric continues to expand her digital empire, she remains focused on fostering community engagement and monetization through platforms like Substack. This new venture is set to enhance the interaction between her audience and her storytelling, creating a vibrant community where discussions can thrive. With her eyes set on the future, Couric is excited about the potential of Barolo Films to produce impactful content that sparks conversation and drives change.
Through her innovative ventures and dedication to authentic storytelling, Katie Couric exemplifies how media personalities can adapt and thrive in today’s digital landscape, setting a powerful example for others in the industry.
