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  3. For three frustrating decades, CBS has been the biggest loser in the morning

For three frustrating decades, CBS has been the biggest loser in the morning

游客2024-12-16  0
问题     For three frustrating decades, CBS has been the biggest loser in the morning. Now, rather than trying to beat Today and Good Morning America at their own game, the network wants to change the rules.
    In a bid to move upscale, CBS came extremely close to signing Joe Scarborough and Mika Brzezinski, the hosts of MSNBC’s political chatfest Morning Joe so close that they were promised complete creative control and the deal was set to be announced. But as the duo was having second thoughts about the switch, NBC chief executive Steve Burke killed the idea, saying he wouldn’t let them abandon one of his favorite shows.
    So CBS’s Early Short)unveiled Plan B, tapping veteran PBS talker Charlie Rose and Oprah pal Gayle King, an unorthodox pairing that could produce a more cerebral program or simply a snoozefest. It’s a gamble that the rival shows privately denigrate, given their ratings success with a formula heavy on crime and celebrities. But even some of their own stars are uneasy wading into that swamp.
    At GMA, there is no longer talk of a newsier, politics-laden program led by George Stephanopoulos, the onetime Clinton White House aide brought in last year from the wonky world of Sunday-morning television. Instead, a new producer has pushed the ABC show firmly down the tabloid path, to the point where co-host Robin Roberts has argued they have gone too far. "I’ll be honest, it’s been an adjustment for me. the lighter fare," she tells Newsweek. "I want to be No. 1. I don’t want to sell my soul to the devil to be No. 1. "
    Today co-host Ann Curry, who specializes in humanitarian disasters, voices a similar lament: "I’m at my core a hard-news reporter. I want more spinach and less sugar in this big meal we give viewers. Sometimes I feel personally our balance isn’t quite right. I fight for stories that matter. "
    The lighter side is working for GMA, with the program lately cutting the Today show’s perennial lead in half, trailing 500,000 viewers behind the NBC show’s audience of 5.3 million. Still, Today remains TV’s most profitable program, delivering more than $ 500 million in annual revenue. It is catering to a largely female audience, especially after 7:30, which explains why news on Today and especially GMA quickly gives way to Justin Bieber stories and missing-toddler updates.
    Today(which is twice as long as the other, two-hour shows)has dominated the morning wars for 13 years and routinely lands the biggest interviews. Today producer Jim Bell insists that while ABC has gone "lowbrow" and CBS is going "highbrow," his show features a "healthy mix. "
    The program has been a bit uneven since Curry replaced Meredith Vieira in June. The secret ingredient on the breakfast menu is a casual intimacy, the Katie-and-Matt, Charlie-and-Diane chemistry that can prove utterly elusive. Some NBC insiders see Curry, who was passed over five years ago, as uncomfortable in her new role. Curry admits to having "a lot of apprehension" at first: "I feel like Cinderella, like I’m dancing with the prince at the ball and I’m wearing a pretty dress. "
    ABC faced a similar dilemma in pairing the intense Stephanopoulos with the empathetic Roberts, who shared with viewers her struggle with breast cancer. " Teams are made up of different people with different strengths playing different positions," says Stephanopoulos. Roberts had to get used to his solo style; they almost never chat during the show when the cameras are off, with Stephanopoulos usually tapping on his BlackBerry.
    The greatest threat to Today’s long reign is what happens when Lauer’s contract expires in 2012. Friends say he is tired of the morning grind and might well leave, which would give GMA a rare opening. The Today show’s winning streak "is legendary," says Roberts. "We want that crown. " [br] It can be inferred from the passage that CBS
选项 A、sought to replace an NBC’s program with their own program.
B、has tried different means to compete with other networks.
C、went back on its words when signing the contract with NBC.
D、wants to give up one of its shows that is not popular any more.
答案 B
解析 推断题。由题干中的CBS定位至首段。第二段谈及了CBS就差一点点就可以签下NBC《早安，乔》这个节目的主持人，但最终未能达成协议。由第三段首句可知CBS有不同的改革计划，而其目的就是首段提到的原因，由此可以推断，为了与《今天》、《早安美国》竞争，CBS先是尝试用自己制作的节目，没有效果就试图寻求外援，故[B]为答案。由第二段末句可知，这里所说的是如果CBS签约了《早安乔》的主持人，NBC就不得不终止这一最受欢迎的节目，并非CBS用自己的节目代替NBC的节目，[A]无依据；在即将签约的时候，NBC执行官不舍得放弃自己喜欢的节目，才没有达成协议，并非CBS反悔，[C]与原文不符；文中没有谈及CBS自己节目的问题，[D]项也不符合文意。
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