CBS announced Tuesday that their current breakfast time show CBS This Morning will be rebranded as CBS Mornings from Tuesday, September 7th. This coincides with other changes to the program including a new studio and co-host.
CBS Mornings is said to be continuing the mission CBS This Morning had to be a more news-based morning show versus it's NBC and CBS rivals. They want to expand featuring reporting during the 2nd hour (8am) with things news, sports, etc , and notably culture pieces with now former co-host, Anthony Mason.
A big change will also be a change of location, CBS will be doing their morning show from Times Square, the former home of MTV's Total Request Live , the studio was used by CBS during the 2020 election. The current studio was launched with this morning show in 2012, after a move from 5th Avenue.
Another change will be a new co-host joining Gayle King, the only of the original CBS This Morning Trio from 2012 to still be on the show, and Tony Dokoupil will be Nate Burelson. CBS This Morning Saturday, will be rebranded as CBS Saturday Morning will still have Jeff Glor, Dana Jacobson, and Michelle Miller as hosts, and CBS Sunday Morning will continue as is with Jane Pauley.
A preview was played on the program seems to indicate the show will be taking an influence from the popular Sunday series on CBS, which unlike CTM on weekdays is #1 in ratings against ABC and NBC.
This is many in a long list of names and morning shows for CBS going back to the early days in 1950's. CBS has used The Morning Show, Good Morning! , The CBS Morning News, Morning (which ironically they seem be harkening back to with this move), The CBS Morning News, The Morning Program, CBS This Morning (The old one) , The Early Show, CBS This Morning (the current one).
While CBS This Morning has seen some good ratings days , it's still the third place show out of three and CBS wants to try and not be, morning shows have become the main core of the main 3 networks' focus as a way to make sure viewers still tune in and get the sweet ad money. These are the money making shows and with ratings down across the three they are trying to stick something to hope it works. (Plus, they have more competition with cable news channels and local stations that have local news past 7 AM that in much of the country are local and live when the network shows are taped delayed out side the east coast as an more attractive option.)
CBS always seems to be trying to reinvent their morning shows with name changes, format changes, and staff changes. (Gayle King as seemingly taken the Harry Smith role of being a constant while chair shuffle around her) Hoping that something will stick, their morning is somewhat more enjoyable than Today and GMA to me, it's good they did try a different option that just being GMA/Today 3 , and it seems they want to stick with that while hoping a new name and look will do something. Will it? I don't know, maybe they'll change the name in a few years ago, and the Early Show is back or something.
Anyway, Press Release after the Jump , the new "CBS Mornings" starts September 7th on CBS at 7AM (in most time zones)