CBS Morning Show Considers Adding Third Hour to Lineup

In an effort to attract more viewers and increase their competitive edge in the morning news landscape, CBS is exploring the possibility of extending its popular morning show, "CBS Mornings," by adding a third hour. According to a memo issued to staff members by Shawna Thomas, the executive producer of the program, the new hour is expected to debut at the end of September.

The proposed third hour of "CBS Mornings" is being developed for select CBS-owned stations and will simulcast on CBS News 24/7. Although it will have a slightly different format and the talent lineup may vary, the show aims to maintain the intelligent and engaging content that viewers have come to expect from the CBS Morning family.

While the details of the new edition of the show have not been officially confirmed, Tony Dokoupil and Adriana Diaz are reported to be the potential hosts, according to an individual familiar with the matter. CBS News has chosen not to comment on the talent lineup for the new concept at this time.

Expanding the morning-news hours could be a significant move for CBS, considering their long-standing position in third place among morning news broadcasters. However, recent months have shown promising results for "CBS Mornings," with an increase in viewership among the coveted 25-54 age demographic. The show's rise coincided with a decline in competitor "Good Morning America's" performance within the same category.

The decision to extend the morning show's duration is driven by several factors, including advertisers' recognition of the "CBS Mornings" concept and the potentially lower production costs compared to other talk shows, game shows, or soap operas. CBS aims to tap into the success of NBC and ABC, both of which have extended their flagship morning programs.

Operating a third hour of morning news programming is not without challenges. Many CBS stations and affiliates already air a syndicated half-hour talk show hosted by Drew Barrymore immediately following "CBS Mornings." However, NBC and ABC have successfully incorporated additional hours into their respective morning lineups by offering lighter content in separate time slots.

This proposed expansion is the latest development in the ongoing revamp of CBS' news division under the leadership of Wendy McMahon, who assumed sole oversight in August 2023. As part of this reorganization, CBS News has recently announced plans to reshape the format of "CBS Evening News" by assembling a team of anchors instead of relying on a sole anchor.

These changes come at a critical time for CBS' parent company, Paramount Global, which is facing significant financial pressures. Paramount recently announced a write-down of nearly $6 billion on the value of its cable networks and unveiled plans to reduce its employee base by 15% and cut costs by $500 million. As Paramount undergoes a transition period and awaits acquisition by Skydance Media, its controlling shareholder, National Amusements, remains open to considering rival bids.

The potential addition of a third hour to "CBS Mornings" reflects the network's determination to enhance their morning news offering and expand their reach in the increasingly competitive morning news market. Viewers can expect an announcement in the coming weeks regarding the finalized talent lineup and the specific launch date of the new hour.