CBS’s Dilemma with Gail King’s Future on “CBS Mornings”
CBS is grappling with a significant challenge regarding Gail King’s role as ratings for “CBS Mornings” continue to falter.
Sources familiar with the situation indicate that King’s presence as a co-host—one of the few bright spots for the network—conflicts with the attempts to shift away from increasingly heavy coverage. The internal culture has, according to insiders, “drawn in” against these changing directions.
George Cheeks, the co-CEO of CBS’s parent company, Paramount, has prioritized diversity, equity, and inclusion within the network. This focus, sources say, has allowed King and her executive producer, Shawna Thomas, to develop a programming agenda that alienates traditional morning show viewers.
“The audience doesn’t want to wake up to progressive and provocative content,” one source noted. “In the morning, people are looking for optimism and joy. What they were creating doesn’t align with viewer expectations.”
An example cited was an interview with Bob the Drag Queen, celebrated for winning “RuPaul’s Drag Race,” where the show’s portrayal felt more focused on modern hip-hop culture than traditional morning news.
Once a reliable ratings generator, the show has now dipped below 2 million viewers in recent weeks. In just three weeks, King and her co-hosts, Tony Dokoupil and Nate Burleson, experienced a 20% to 30% drop in viewership among the crucial 25-54 age demographic, according to Nielsen.
Although King recently signed an extension worth around $15 million, set to last until May of next year, indications are that Skydance Media may not mirror that deal given the show’s declining audience.
CBS has chosen not to comment, and King has not responded to inquiries.
Insiders emphasize that while Thomas, one of the few African-American executive producers on television, has focused on programming for marginalized audiences, it hasn’t resonated with the broader morning show audience. Reports suggest that though Thomas didn’t directly push back against directives from her superiors, she failed to implement those orders.
Despite recent budget cuts at Paramount, Thomas has remained untouched, likely due to King’s advocacy for her. A long-time producer commented, “In this line of work, someone typically gets fired, but Shauna had Gale King’s backing.”
Viewers also appear unsettled by the show’s lack of white anchors, aside from Dokoupil, as efforts to diversify the talent pool have shifted the program’s dynamics.
In a bid to address these concerns, CBS has brought on former “Good Morning America” weatherman Rob Marciano after he departed ABC amid management issues.
After the presidential election, ratings took a noticeable dip. Staff members reportedly struggled to mask their disappointment when Harris lost the election, leading to a chaotic atmosphere within the show.
Wendy McMahon, who exited amid turbulence, had previously attempted to revamp the morning lineup and hired Tom Cibrowski to help restore ratings. However, his collaboration with Thomas faced similar resistance.
Significant changes loom on the horizon as Skydance, following a recent merger approval with Paramount, is set to take charge. The company has pledged to address political bias in CBS News content and has also committed to overhauling previous diversity initiatives.
Amidst this backdrop, there’s a palpable sense of internal strife. A CBS insider remarked, “It’s like ‘The Hunger Games’—everyone is engaged in a survival battle, yet they still linger in third place.”
Another insider added, “The culture within CBS News is slowing progress, and the road to recovery seems daunting.” The efforts to reinvigorate the network may face hurdles rooted deep within its traditions and history.
