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‘No Incentive’ for Chuck Scarborough and Shiba Russell, Who Complete First Year Together at WNBC

ShibaRussell_11debutBy JERRY BARMASH
(@jerrybarmash)

It still doesn’t have the familiar ring, but WNBC is marking one year for anchor team Chuck Scarborough and Shiba Russell at 11 p.m. It’s also a year since Channel 4 parted ways with the extremely popular Sue Simmons.

Not surprisingly, even the legendary anchorman found “The Chuck and Shiba Show” slow at the outset. Multiple requests to interview Scarborough and Russell for this article were denied by Channel 4.

“They’re better now than they certainly were a year ago when they started,” an insider says. “It’s been hard for Shiba. It’s been an adjustment for her too.”

That adjustment, the insider says, involves her switch from daytime to late hours, with a young daughter.

“She’s hanging in there, I think.”

Russell may have struggled in the high-profile role, but she was clearly on the fast track to succeed Simmons from day-one at 30 Rock in 2011. Also clear, Chuck and Shiba are not a long term answer for WNBC. Scarborough is 69, Russell is 37.

The numbers have been steadily below average at 11 p.m., consistently losing to WABC, and battling WCBS for second. Earlier this year, the late newscast got a kick in the teeth when NBC registered its first-ever fifth place showing in prime time.

“Sometimes you come in to work the next day after what you’ve done with your show, and it still doesn’t make a difference,” the insider states. “To have to go through that day in and day out is hard.”

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