“CBS This Morning,” trailing the field of network morning news shows, is restructuring its cutaway times to give affiliates better positioning for their local news updates.
As of Feb. 13, the breakfast-cast will divide its local cutaway times into four segments per hour during the two-hour program, totaling 13 minutes each hour, between 7:16 and 8 a.m. and then between 8:16 and 9. “CBS This Morning” brings up the rear in the 7-9 a.m. ratings battle behind NBC’s “Today” and ABC’s “Good Morning America.”
At last month’s NATPE convention, CBS execs told affiliates that the struggling show, which is cleared in 95% of the U.S. vs. 99% for its network competition, is heading for a general overhaul.
“This is clearly an adjustment to a changing marketplace,” said a station rep in New York. “CBS is in a position to be as responsive as possible in allowing their affiliates to maintain a competitive position. Viewers are demanding more localized information anyway.”