NEW YORK CITY - APRIL 24: CBS Mornings Co-Hosts Gayle King, Tony Dokoupil, and Vladimir Duthiers interview Jerry Seinfeld and Jim Gaffigan Live on April 25th 2024, on their upcoming film Unfrosted. (Photo by Michele Crowe/CBS via Getty Images) CBS MORNINGS
UPDATE: CBS is grappling with an urgent crisis as ratings for Gayle King’s “CBS Mornings” plummet, prompting fears for her future at the network. Sources reveal that the struggling network’s new owners, Skydance Media, are committed to eliminating perceived left-wing bias, putting King’s role at risk.
In recent months, ratings for “CBS Mornings” have dropped below 2 million viewers, losing 20% to 30% of the coveted 25- to 54-year-old demographic. This decline has raised alarms within CBS, where executives are increasingly concerned about the show’s ability to attract a broader audience.
King, who signed a lucrative contract extension worth between $13 million and $15 million that runs until May 2024, may not receive a similar deal under the new management. The network’s ratings woes coincide with changes in leadership and a clear mandate from Skydance to shift away from the current “woke” programming approach that some insiders claim has alienated traditional viewers.
A source close to the situation stated, “The audience doesn’t want woke. It doesn’t like progressive and provocative bookings.” This sentiment reflects a broader desire for content that resonates with mainstream morning show expectations—optimism and positivity—rather than the controversial themes currently featured.
One notable instance that raised eyebrows was the March 26 appearance of Bob the Drag Queen, who discussed his novel, “Harriet Tubman: Live in Concert.” Critics argue that such programming only deepens the divide with a wider audience.
Amidst these ratings challenges, CBS’s late-night programming is also under scrutiny. The network is set to part ways with Stephen Colbert, who reportedly cost the network between $40 million and $50 million last year, as part of a broader reassessment of its programming and financial strategies.
The network’s leadership has faced instability, with Wendy McMahon recently stepping down after failed attempts to increase the show’s appeal to middle America. Insiders suggest that executive producer Shawna Thomas has resisted directives to broaden the show’s focus, instead opting for niche programming aimed at specific minority audiences.
Despite ongoing cost-cutting measures, sources indicate that “CBS Mornings” remains profitable, although the future landscape is uncertain. As Skydance prepares to take control following the August 7, 2023 merger with Paramount, it has pledged to hire an ombudsman to monitor political bias, indicating a clear shift in direction.
Changes are imminent, as Skydance’s CEO, David Ellison, and his team face pressure to revitalize the brand and improve ratings. “There’s a ton of internal politics,” one insider remarked, highlighting the challenges the network faces in moving forward amidst a culture resistant to change.
As CBS navigates this critical juncture, the potential reshaping of “CBS Mornings” and Gayle King’s future will be pivotal in determining the network’s path forward. Viewers and industry insiders alike are watching closely for the next developments in this unfolding story.
CBS has declined to comment on this matter, and Gayle King did not respond to requests for comment. The urgency of the situation underscores the need for immediate action as CBS attempts to reclaim its standing in the competitive morning news landscape.
