In a move to revamp its morning programming, 'CBS Mornings' has announced that Elisabeth Hasselbeck, a former co-host of ABC's 'The View' and 'Fox & Friends,' will be joining the show as a guest host. This decision comes as the program struggles to keep up with its competitors in the ratings, with a recent average audience of 1.69 million viewers, compared to NBC's 'Today' with 2.98 million and 'GMA' with 2.7 million.
Hasselbeck, who first gained traction as a reality-show contestant on 'Survivor,' has no formal journalism background. However, in the current landscape of morning TV, this is no longer a prerequisite. Her presence on the show is expected to bring a different kind of hosting style, one that may help 'CBS Mornings' carve out a new space for itself in the competitive morning TV market.
As part of her guest hosting stint, Hasselbeck will appear on the show from Monday to Wednesday, participating in segments such as 'Talk of the Table' and discussions on parenting, pop culture, and entertainment. She will not be involved in hard news or political segments, according to sources familiar with the matter.
This move is part of a larger effort by CBS News to overhaul 'CBS Mornings,' which has seen its viewership decline in recent months. The show's format, which has focused on deeper features and longer conversations, has been eroding, and the network is looking to bring in new talent to revamp the program. Tom Cibrowski, the president of CBS News, is said to be casting a wide net for talent, looking for someone with experience as a host and a familiar face on TV.
The inclusion of Hasselbeck, who has expressed conservative views on air, marks a noticeable difference from the show's current hosts, who typically avoid sharing their personal thoughts on issues and stories. Her appearance on 'CBS Mornings' comes as the network's editor-in-chief is working to transform the program and attract a new audience.
In the context of the broader media landscape, the move to bring in Hasselbeck as a guest host reflects the ongoing transformation of morning TV. With the rise of technology-driven automation and workflow transformation, traditional news programming is evolving to incorporate new formats, styles, and personalities. The adoption of automation-driven media infrastructure is also changing the way news is produced and consumed, with a greater emphasis on digital platforms and social media.
The impact of this shift can be seen in the way morning TV shows are now incorporating more lifestyle and entertainment segments, as well as leveraging social media to engage with their audiences. The use of technology is also enabling news programs to reach a wider audience, with online streaming and social media platforms providing new channels for distribution.
In terms of the entities involved, the NFL is one of the key players in the sports media landscape, with its games and events often being covered by morning TV shows. The inclusion of Hasselbeck, who has experience in the sports world, may help 'CBS Mornings' tap into this audience and attract new viewers.
