Morgan Freeman is new voice of ‘CBS News’

Source:CBS News

(AP) Nearly six months after his death, Walter Cronkite's voice is leaving the "CBS Evening News."

The CBS News legend recorded a voiceover introducing current anchor Katie Couric when she started on the job in 2006. CBS kept Cronkite's voice on the broadcast even after he died in July.

With a new year, CBS replaced Cronkite's voice Monday with that of actor Morgan Freeman.

CBS News and Sports President Sean McManus says that Cronkite's voice was comforting but that it's time to move forward.

Freeman offers CBS the flexibility to record different introductions for different programs.

Tags: freeman, morgan

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Comment by steve hammill on January 12, 2010 at 9:50am: >>>... the more I hear his CBS Intro the more I like it!

When I heard the open in that interview, my first reaction was that it was slightly different than the one included in this thread. However, being in the midst of a big production project, I don't want to risk screwing with my settings to validate or discredit that reaction.

How 'bout some early use of stars. "Testimonial Advertising Using Movie Stars in the 1910s: How Billie Burke Came to Sell Pond’s Vanishing Cream in 1917"

Selling Pond's Vanishing Cream

>>> ... Just pointing out an obvious tone of condescension

I was being really nice, Rob.

Comment by Jonathan Ryan on January 12, 2010 at 7:52am: Steve and Rob! ... I have really enjoyed the cut and thrust of your lively exchange!! .. Two veteran Voice Over Artists go head-to-head!! ... Thanks to you both from across the Atlantical Ocean!! ... You both make great points and I believe that you are both right ... in a way! ... Don't stop now!!
By the way, in Ireland celebrity voices are generally used on commercials precisely because of who they are and because the audience will recognise them ... but in some notable cases colossal sums were paid to star voices who were probably not recognisable to people outside 'the business' which didn't seem to make much sense other than perhaps giving the client some bragging kudos ...?
Thanks Steve for uploading the Morgan Freeman Interview ... the more I hear his CBS Intro the more I like it!
Listening to Nelson Mandela's voice on that clip suggests that Morgan won't have to travel too far vocally to replicate it!!! ... They sound incredibly alike don't you think? ... Greetings to you both!

Comment by Rob Hazelton on January 11, 2010 at 7:39pm: Steve,

...not thin-skinned; certainly not after more than 30 years in broadcasting. Just pointing out an obvious tone of condescension.

As far as backing up an assertion, I could ask the same of you- (the CBS link, while very interesting, did little toward that end.) - But, since there is a vetting process to be a member of this site, I respect a fellow VU member's point-of-view without qualification (after all, this portion of the site is an "opinion" board, not a "facts and statisitcs" forum.)

I've made my point, several times over. Splitting hairs over who is more famous & credible and who deserves more money is pointless. Sometimes it''s not about the notoriety and the money; sometimes it's just about "the work."

Let's just let someone else chime in...

Comment by steve hammill on January 11, 2010 at 7:14pm: Just found this interview with Morgan Freeman, the subject of this thread. Freeman interview

Comment by steve hammill on January 11, 2010 at 6:50pm: >>>I respected your opinion. Though, based on the tone of your most recent post, clearly you do not respect my opinion, or perhaps even my credentials.

A little thin-skinned aren't you, Rob. I only asked for you to back up your assertion - no disrespect intended. With a little documentation to back up the assertion, this old fart might learn something new.

As for the marvelously talented Sally Kellerman, she's not even on the radar when compared with the likes of Morgan Freeman, Gene Hackman, Tom Selleck or even Kiefer Sutherland so I wouldn't expect her to be recognized by the public - nor would I expect her paycheck to out of this universe relative to Freeman, Hackman, Selleck or Sutherland.

Comment by Rob Hazelton on January 11, 2010 at 5:34pm: Steve,

Why don't we do a focus group of average consumers, play them spots with "celebrity" voiceovers, and see how many of these non-industry people can actually pair the voice to the actor?

It is my view, based on the practices of some agencies with which I have been involved, that in some cases (not all cases, mind you) that the method-to-the-madness of using recognizable stars for voiceover is to achieve a subliminal familiarity and sense of comfort for the consumer.- Does the advertiser pay top-dollar in order to achieve this goal? Absolutely! Just one case-in-point (if you want to go back in history, Steve): Sally Kellerman; Hired not necessarily for her "movie star" notoriety, but for her distinctive, familiar, voice.

Steve, I have not yet viewed your profile; I was only interested in engaging in a spirited discussion here and responding to the post you sent in my direction. As I mentioned in my previous post, (even without having viewed your profile), I respected your opinion. Though, based on the tone of your most recent post, clearly you do not respect my opinion, or perhaps even my credentials. So be it.

...Like I said: ...just one VO guy's opinion. (My apologies to Zurek for momentarily veering this thought-provoking Blog Post off course...)

Comment by steve hammill on January 11, 2010 at 3:17pm: >>>Was Gene Hackman chosen by Lowe's because his persona is synonymous with "Improving Home Improvement"? - I think not. It could very well be that he was chosen to be their VO announcer (NOT "celebrity endorser") simply because they liked his delivery; nothing more.

You really believe that with 25 years in the biz?

Maybe you are correct, Rob. However, if you're going to assert something that flies in the face of long standing, common industry knowledge that was discussed ad nauseam in Advertising Age in the 70s & 80s, it would be really useful to us old dawgs to have a web link to content with more contemporary thinking.

>>>Perhaps those of us on this great site who can sometimes be "too close" to the craft for complete objectivity should ask ourselves: Does the AVERAGE viewer/listener/consumer consciously realize that it is Kiefer Sutherland doing the Bank of America VOs? It is my opinion that the answer to that question is "No."

Yup, they do or there would be no reason to hire them.

Really Rob

Comment by Rob Hazelton on January 11, 2010 at 2:16pm: Steve, you commented: "It has always been my understanding that the producer/advertiser is hoping a little of that star power will rub off on their product."

In many cases that's certainly true. But, there are many reasons, all subjective, as to why agencies and advertisers choose celebrities to do their VOs... It's not cut-and-dry...

Was Gene Hackman chosen by Lowe's because his persona is synonymous with "Improving Home Improvement"? - I think not. It could very well be that he was chosen to be their VO announcer (NOT "celebrity endorser") simply because they liked his delivery; nothing more.

Perhaps those of us on this great site who can sometimes be "too close" to the craft for complete objectivity should ask ourselves: Does the AVERAGE viewer/listener/consumer consciously realize that it is Kiefer Sutherland doing the Bank of America VOs? It is my opinion that the answer to that question is "No."

Steve, you also commented: "Then, Rob, you must explain to me why they pay the headliners 10, 50, 100 times more than they would pay any of us."

Why are celebrities of a certain notoriety and stature able to command higher talent fees than the rest of us? The answer is simple, and a harsh reality: Simply Because They Can...

With due respect, Steve :), just one working-class VO guy's opinion...

Comment by Jonathan Ryan on January 11, 2010 at 5:46am: Yes! ... When I hear Morgan Freeman's unmistakable and fundamentally courteous voice introducing Katie Couric I think .. 'One great professional introducing another great professional' ...
Having closely followed the US Presidential Election campaign I will never forget Ms Couric's extraordinary tact and restraint in her interviews with a certain Vice-Presidential candidate ... !
What a poker player she must be!