Rise And Shine
ADWEEK|May 01, 2017

How The Tv Network Successfully Reinvigorated The Morning Show Format. 

Chris Ariens

When CBS News set out to reinvent its morning show in 2011—after years of frequent hosting shake-ups failed to move the ratings needle— the organization went back to the basics. “The problem with the show we were doing,” said CBS News president David Rhodes, “was that it was a copy of somebody else’s show. We had to do something that was us.”

So they cut out cooking segments and concerts, set a round table in the middle of a glass, steel and brick studio—one that eyed the CBS News legacy— and covered the news.

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