‘CBS This Morning’ Rebrands: Will New Name, Co-Host and Studio Bring More Viewers? | Analysis

And you thought Nate Burleson replacing Anthony Mason would be the only new part of “CBS This Morning” this fall. On Tuesday, CBS News unveiled an overall rebranding of its flagship morning program, which after Labor Day will be known as “CBS Mornings.” The “reimagined morning news program,” in the network’s words, comes complete with a sleek, new studio in midtown Manhattan’s Times Square with “touch-screen technology, augmented reality, monitors throughout the room and LED walls that bring it all to life.” The studio sits on the second floor of ViacomCBS’ world headquarters where MTV’s “TRL” once drew crowds of screaming teenagers. Starting next week, hosts Burleson, Gayle King and Tony Dokoupil will have 3,000 square feet to play with. And play they will. But also do serious news — depending on the hour. Beyond the new look, “CBS Mornings” aims to “leave viewers more informed, more prepared and more uplifted as they start their day,” according to a press release announcing the rebrand. How, exactly, will “CBS Mornings” accomplish this? According to the network, the Monday-Friday morning show, plans to take a page of out “CBS Sunday Morning’s” playbook. (And others out of “Good Morning America’s” and the “Today”...

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