URGENT UPDATE: CBS is facing a critical crossroads as ratings for its morning show, “CBS Mornings,” have plummeted below 2 million viewers, raising serious doubts about the future of anchor Gayle King. Sources reveal that network executives are increasingly concerned about the show’s perceived “woke” agenda, which has alienated traditional viewers.
According to insiders, King and her executive producer, Shawna Thomas, have maintained a programming approach that clashes with the new ownership’s desire to eliminate left-wing bias. The network’s new owners, Skydance Media, have committed to addressing political bias as part of their recent $8.4 billion merger with Paramount, set to finalize on August 7, 2023.
“The audience doesn’t want woke. It doesn’t like progressive and provocative bookings,”
a source stated, emphasizing the disconnect between the show’s content and viewer expectations. Ratings have reportedly dropped by 20% to 30% in the coveted 25- to 54-year-old demographic over the past year.
King, who signed a lucrative extension reportedly worth between $13 million and $15 million through next May, may find her position at risk if ratings do not improve. Sources indicate that despite the dwindling viewership, “CBS Mornings” remains profitable, but the changing landscape suggests Skydance may not extend similar deals in the future.
The morning show has struggled to capture the audience’s interest, with a notable incident being an interview with Bob the Drag Queen that did not resonate with viewers. The show, once a strong performer for CBS, is now mired in last place.
Recent leadership changes, including the resignation of Wendy McMahon, indicate deeper issues within CBS’s culture. McMahon was tasked with revitalizing the morning program but faced resistance in implementing changes that would appeal to a broader audience. Insiders claim Thomas chose to ignore directives aimed at diversifying the show’s appeal to middle America.
The internal struggle has been exacerbated by the network’s attempts to address diversity, with most anchors being from minority backgrounds. This has led to dissatisfaction among certain viewer demographics, with sources indicating that such programming decisions have further distanced the show from mainstream audiences.
As Skydance prepares to take control, significant changes are anticipated, especially with the appointment of Tom Cibrowski as CBS News boss following McMahon’s exit. Cibrowski’s mandate will include reevaluating programming strategies to boost ratings and align with viewer expectations.
Insiders highlighted an urgent need for CBS to adapt its programming approach if it hopes to regain competitiveness. With internal politics at an all-time high, CBS must navigate these challenges carefully to restore its status as a leading news network.
As the landscape continues to evolve, all eyes will be on CBS as the network grapples with these pressing issues and the future of Gayle King hangs in the balance. Stay tuned for updates on this developing story.
