https://www.latimes.com/entertainment-arts/business/story/2021-08-31/cbs-this-morning-new-name-cbs-mornings

The entire CBS morning schedule will be treated as part of a CBS Mornings franchise, starting Sept. 7, when the CBS morning show moves to its new Times Square studio and officially adds co-host Nate Burleson. CBS This Morning has been the show's title since 2012. "The new moniker signifies an effort to refresh the program, which has seen its audience erode since its founding co-host Charlie Rose was fired in November 2017 over sexual harassment allegations," explains the Los Angeles Times' Stephen Battaglio. CBS Mornings will emphasize the kind of original reporting and more intricate storytelling viewers see on its long-running weekend program CBS Sunday Morning, which is the most-watched morning show in television. CBS Mornings will also use the signature sun logo of CBS Sunday Morning and the Sunday program’s theme music -- Gottfried Reiche’s “Abblasen,” a Baroque-era trumpet fanfare performed by Wynton Marsalis. ALSO: Watch the CBS Mornings announcement (https://www.youtube.com/watch?v=6VPSjYg2xN8).

CBS should’ve stick with the This Morning name for Weekdays

The entire CBS morning schedule will be treated as part of a CBS Mornings franchise, starting Sept. 7, when the CBS morning show moves to its new Times Square studio and officially adds co-host Nate Burleson.

Never heard of the guy but I bet I know why they put him on.

CBS Mornings Loses Viewers Year to Year Since Dropping Anchors, Moving to Times Square (https://www.showbiz411.com/2021/09/21/cbs-mornings-loses-viewers-year-to-year-since-dropping-anchors-moving-to-times-square)

Well, that didn’t work.

A year ago, “CBS This Morning” averaged 2.745 million viewers in this week in September.

Last week, “CBS Mornings,” in its second week, dropped to 2.495 million viewers. The difference in total audience was 9.1%. In the key age group of 25 to 54, the drop was more severe: 15%.

“CBS Mornings” moved the show to Times Square, and dropped news man Anthony Mason from the anchor desk, exchanging him for former NFL player Nate Burleson. The new heads of CBS News were going to “hip up” the show. Instead, they’ve alienated their viewership.

The pursuit of the “CBS Sunday Morning” audience has gone awry. The new daily show stole the Sunday show’s theme music, but dropped the anchor who was identified with both shows. Mason is too polite to complain, so I’m doing it for him. Not that Burleson probably isn’t a lovely chap, but he doesn’t have Mason’s 35 year expertise and taste.

So what now? All news ratings are down from last year at this time, but the “CBS Mornings” numbers are of interest because they made the biggest changes. Meanwhile, Norah O’Donnell’s evening news has also lost 14% since a year ago, dumping their Executive Producer over the summer.

CBS isn’t feeling the pain of not having election news to propel ratings. The number 1 show, David Muir’s ABC Nightly News, has suffered, too. Last week they averaged 7.867 million viewers. A year ago, 8.938 million.

When it comes to the morning time the three stations that are king are NBC ABC and CBS is always third. Why you ask yourself? Because there's nothing better to start mornings than turning on the TV and catching up on the morning news and happenings of the day. When ABC and NBC have been number one and two for mornings CBS has been the last one who gets left behind. With CBS This Morning rebranded as CBS Mornings I think CBS is trying to copy NBC's Today and bringing interesting news to get people interested in the news. And just like Today had the late Willard Scott CBS Mornings has a interesting weatherman in Dave Price and like every other morning show has to have entertainment stories and celebrity stories because that's what makes a morning show a hit with it's audience. I can bet that if CBS Mornings still has the power to be successful they will also copy ABC's Good Morning America by extending the show. If it can work for NBC and ABC why doesn't CBS try it with CBS Mornings