CBS NEWS: “WE INVENTED ORIGINAL REPORTING”

It’s almost enough to raise the ghosts of David Brinkley and Peter Jennings from their graves — a new 30-second promo airing on CBS that ends with an announcer remarking, “It’s not like we invented original reporting on television. Oh, wait: yes, we did.” It’s part of a campaign on behalf of the news division bannered “CBS News — Original Reporting.” The report features clips from CBS News programs, including The Early Show, CBS Evening News with Scott Peley, and 60 Minutes, showing personalities on those shows interviewing VIPs. (The promo also includes images of Edward R. Murrow and Walter Cronkite.) TVNewser.com featured the promo on its website on Thursday, remarking that “it will surely irk the competition at ABC and NBC.”