To no oneâs surprise, Charlie Rose is no alarm clock, and âCBS This Morning,â the networkâs umpteenth approach to the morning show format, is a gentle nudge. Lots of news in its first hour and remedial pop-culture chitchat, courtesy of Gayle King, in its second hour. And a third co-anchor, Erica Hill, bridging a gap labeled âetc.â
It will take some time for âCBS This Morningâ to locate its proper place in the realm of TVâs crowded and buzz-addicted field of morning brew-haha, but itâs easy to predict that once that place is found, it still wonât be atop the ratings.
Thatâs not to say that âCBS This Morningâsâ debut Monday morning was bad at all. Itâs just that the daily morning slot is and may forever be CBSâs mysterious anemia. The network may dominate prime time, and it can still deliver a solid nightly newscast (courtesy of Scott Pelley); â60 Minutesâ will never be equaled, and CBS has no problems with its late -night lineup (David Letterman, Craig Ferguson); it even possesses a rare jewel in âCBS Sunday Morning,â a âThis American Lifeâ for people well past their hipster years.
But weekday mornings just werenât meant to sizzle here. Itâs as if this was fatefully predetermined years ago, when they first started erecting transmitter towers. I wouldnât blame CBS for one day deciding to let its success in other time slots speak for itself and just reboot Captain Kangaroo. (A job either Charlie Rose or Gayle King might also be interested in, though Rose is more of a Mr. Green Jeans.)
Acknowledging this state of affairs is a better solution than trying to deny it or eradicate it with marketing, which is how Rose got here â" and he seemed happy enough on Monday to sit at a glass roundtable on âCBS This Morningâsâ bricky new set, with its see-through green room and its restauranty vibe.
Roseâs voice and demeanor, which have for so long been a certain viewerâs idea of nightly televised melatonin, are just as pleasant to stir awake to â" if not exactly encouraging you to jump out of bed. The first hour was an informative jog through New Hampshire and Tuesdayâs Republican primary vote. Candidate Newt Gingrich beamed in (taped earlier? live? It was difficult to know) to swipe a bit more at Mitt Romneyâs âpious baloneyâ (Sundayâs trending campaign jargon) and wish âCBS This Morningâ all the success. âI know youâre going to do a tremendous job,â Gingrich told Rose.
Near the end of the news report, Pelley dropped by with addenda to his â60 Minutesâ story that aired the night before, a startling and typically outrageous investigation into the phony stem-cell market.
Rose himself looked a little tired, chasing camera cues and shuffling papers, but who wouldnât? Iâve been on the sets of morning shows and all of them feel a little like a packed bus filled with anchors and guests (and movie stars, and animals, and sautee pans!) careening off a cliff, even on a slow day. Itâs hard to hold on for dear life and make meaningful small talk. At one point, teasing to a spot about Beyonceâs new baby, Rose said the blessed event âhas been called a huge Twitter topic that Twitter friends have been tweeting.â
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