URGENT UPDATE: CBS is facing a critical crossroads regarding the future of anchor Gayle King, as shocking reports reveal that ratings for her morning show are in freefall. The network’s new owners, Skydance Media, are determined to eradicate left-wing bias, causing significant concern among King and her team.
Viewership for CBS Mornings has plummeted below 2 million, a substantial drop of 20% to 30% in the coveted 25- to 54-year-old demographic over the past three weeks compared to last year, according to Nielsen. Sources indicate that this drastic decline is linked to the show’s “woke” programming, which has alienated traditional morning show audiences.
The situation is compounded by the impending leadership changes at CBS, as George Cheeks, co-CEO of CBS parent Paramount, prepares to implement a new direction under Skydance’s ownership, set to finalize on August 7, 2023. Cheeks has previously championed diversity and inclusion, allowing King and executive producer Shawna Thomas to dictate a programming agenda that diverges sharply from audience preferences.
Critics within the network argue that the audience is seeking optimism and joy, not the progressive themes prevalent in recent episodes, such as a controversial interview with Bob the Drag Queen. One insider remarked, “The audience doesn’t want woke… it’s at odds with audience expectations.”
Despite the declining ratings, CBS Mornings has remained profitable. However, insiders predict that Skydance is unlikely to renew King’s lucrative contract, which currently earns her between $13 million and $15 million annually through next May. This renewal uncertainty comes as CBS prepares to cut ties with late-night host Stephen Colbert, whose show reportedly lost $40 million to $50 million last year.
The internal dynamics at CBS are further complicated by a recent leadership shakeup. Following the departure of Wendy McMahon over a fallout related to a 60 Minutes interview with Vice President Kamala Harris, it appears that directives aimed at rebranding the morning show to attract middle America were largely ignored by Thomas. Sources claim she prioritized content for niche audiences, alienating broader viewership.
As CBS navigates this tumultuous landscape, major changes are anticipated once Skydance takes control. The company has promised to introduce measures to mitigate political bias and has already scrapped DEI policies. Insiders highlight the urgent need for a cultural shift at CBS to revitalize its ratings and public perception.
The stakes are high as CBS must address the growing disconnect between its current programming and viewer expectations. With a legacy of excellence now overshadowed by declining viewership, the network is at a pivotal moment—one that could shape its future for years to come.
As developments unfold, all eyes will be on CBS to see how it responds to this urgent challenge. Will King remain a fixture of the morning show, or will CBS seek a new direction under Skydance’s leadership? The answer could redefine the network’s trajectory as it strives to reclaim its once-prominent status in the broadcasting landscape.
