CBS Mornings to expand with a third hour
A new dawn for CBS Mornings
CBS Mornings is set to extend its reach with an additional hour of programming. This exciting development was shared in a memo by Shawna Thomas, the executive producer of the weekday morning show. The current co-anchors, Gayle King, Tony Dokoupil, and Nate Burleson, have been the faces of the show, but the new hour promises some fresh changes.
What to expect from the third hour
The third hour of CBS Mornings, slated for a late September launch, will bring a different flavor to the morning lineup. According to Thomas, “It won’t look or feel exactly like the first two hours. Yes, the talent will be a little different and the name will be a little different, but it will still be the smart and engaging content everyone expects from the CBS Mornings family.” This suggests a blend of familiar and new elements, maintaining the essence of the show while introducing fresh perspectives.
New faces on the horizon
While CBS News has not officially confirmed the new hosts, it is believed that Tony Dokoupil and Adriana Diaz are in line to take on the new edition. This potential pairing could bring a dynamic and engaging presence to the additional hour, appealing to both existing fans and new viewers.
The challenge of expansion
Launching a third hour is an ambitious move, especially considering the current programming landscape. Many CBS stations already air a syndicated half-hour talk show hosted by Drew Barrymore immediately following CBS Mornings. However, CBS is not alone in this endeavor. Both NBC and ABC have successfully extended their flagship morning programs, with NBC’s Today and ABC’s Good Morning America offering additional hours that vary in tone and content.
CBS Mornings’ recent success
Despite traditionally trailing behind its competitors, CBS Mornings has seen a surge in viewership, particularly among the coveted 25-54 age demographic. This growth is significant as it indicates a shift in audience preferences and a potential for greater advertiser interest. Meanwhile, Good Morning America has experienced a decline in this key demographic, which has historically been dominated by NBC’s Today.
Why expand now?
There are several compelling reasons for CBS to expand its morning news hours. The CBS Mornings brand is well-recognized and trusted by advertisers, making it a valuable asset. Additionally, producing news hours is generally more cost-effective than creating talk shows, game shows, or soap operas. NBC’s success with its NBC News Now live-streaming service, which offers afternoon programming for stations, further underscores the viability of this approach.
Looking ahead
The expansion of CBS Mornings represents a strategic move to capture a larger share of the morning news audience. By offering an additional hour of engaging and informative content, CBS aims to solidify its position in the competitive morning news landscape. As the launch date approaches, viewers can look forward to a refreshed and dynamic morning show experience.
Stay tuned for more updates on this exciting development in morning television.