CBS News sparked curiosity after a mock-up of its “Evening News” studio promoting a segment called “Whiskey Fridays with Tony Dokoupil” surfaced online, showing a pub-like set with Jack Daniel’s branding. The network quickly clarified that the images were experimental and not for broadcast, with no real sponsorship or story, created purely as an internal concept for a possible non-televised event.
The Anchor at the Center: Tony Dokoupil
The stunt, intentional or not, has drawn attention to Tony Dokoupil, who recently took over as anchor of the CBS Evening News. Dokoupil, 45, has a well-documented journalism career, including a stint as a reporter for Daily Beast. He is married to MSNBC anchor Katy Tur, and the couple resides in a high-end Brooklyn neighborhood. Dokoupil attended a $53,000-a-year prep school in Florida, earned his undergraduate degree from George Washington University, and later joined a PhD program at Columbia University.
According to a source familiar with CBS’s plans, the “Whiskey Fridays” concept was meant as an audience engagement experiment. The idea was for Dokoupil to meet viewers in person after the broadcast on Fridays, creating a more casual, interactive experience. A CBS insider told Puck that the initiative aimed to bring the anchor closer to the audience in a setting less formal than the usual nightly news format.
CBS News erupts after last-minute decision halts cleared 60 Minutes investigation
CBS also confirmed that Jack Daniel’s was never involved in sponsoring any such event. A spokesperson for the whiskey company told the Daily Beast there was no collaboration with CBS. Despite this, the mock-up sparked speculation about CBS’s programming plans.
Dokoupil’s appointment has also been tied to a broader editorial strategy under Editor-in-Chief Bari Weiss. Weiss, known for her anti-woke opinion journalism, has expressed interest in reshaping CBS News into a more conservative-friendly outlet. Before his debut, Dokoupil pledged to be “more accountable” than Walter Cronkite, one of CBS’s most revered anchors, and criticized legacy media for allegedly overemphasizing expert opinions over the perspectives of average Americans.
Early Ratings and Public Response
Dokoupil’s first week as anchor reportedly had a rocky start. Preliminary Nielsen ratings for January 5, his debut, showed strong initial viewership but declined day by day. By Wednesday, January 14, CBS announced that the anchor had drawn 4.2 million viewers at the start of the week, with 570,000 in the 25-54 demographic. The network said this marked an increase of five and 15 percent, respectively, compared to the season-to-date average, but still below the audience for his debut broadcast.
The staged “Whiskey Fridays” images came as Dokoupil’s anchoring style was already attracting attention. In addition to the mock-up, the anchor reportedly flew in billionaire Dallas Cowboys owner Jerry Jones’ helicopter the following week, fueling discussions about his approach and the network’s direction.
Trump Plans Big Tax Cuts to Help Americans Hurt by Tariffs
Insiders suggest the experimental mock-up was part of broader efforts to inject energy into CBS broadcasts. One network insider jokingly told Puck, “At this point, how about whiskey every day?” — signaling that the mock-up was likely a creative brainstorming exercise rather than a real plan.
While the images stirred curiosity online, CBS clarified that no changes to the Evening News broadcast were planned. The mock-up was a conceptual exercise to test audience reaction and explore ways to make the news experience more interactive.
Background and Personal Notes
Dokoupil’s rise in media has been closely watched, especially given his personal and professional background. Married since 2017, he and Katy Tur met at MS NOW, previously MSNBC. Despite his affluent upbringing and elite education, Dokoupil has positioned himself as an advocate for audience-first journalism, challenging traditional media perspectives.
Trump Backs Pam Bondi in Public, but Private Anger Grows Over DOJ Handling of Epstein Files
Though the “Whiskey Fridays” images caused a temporary stir, CBS emphasized the visuals were never meant for broadcast. The network continues to explore creative ways to engage viewers, with Dokoupil at the center of experimental initiatives.
The episode highlights media’s delicate balance between innovation, audience engagement, and public perception. Even a playful mock-up can spark headlines when it involves a high-profile anchor and a provocative concept like whiskey-themed audience interaction.
