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CBS unveils not-so-new name for morning show

December 1, 2011 | 12:48 pm

So long, "The Early Show." Say hello -- again! -- to "CBS This Morning."

CBS announced Thursday that it had picked a new name for the upcoming morning show hosted by Charlie Rose and Gayle King: "CBS This Morning." It doesn't have quite the same ring as Show Tracker's preferred title -- "Yo! CBS in De Ayem!" -- but we'll take it.

But it turns out that this isn't CBS' first use of this title. Back in 1987, the network replaced the ill-fated "The Morning Program" with "CBS This Morning," co-hosted by Harry Smith and Kathleen Sullivan. That program underwent many shuffles and reformattings before CBS replaced it with "The Early Show" in 1999.

To help jog your memory of former "CBS This Morning" glories, you can watch Sullivan say goodbye to viewers in this clip from 1990. This was some time after she referred to her employer on an open microphone as the "Cheap Broadcasting System":


Someone should write up a detailed history of CBS' efforts to get some traction with a morning news show; it's really quite a tale. But it does seem like whatever CBS calls its morning show, it still somehow winds up in third place. Only death and taxes have proven more durable.

"CBS This Morning" -- the reboot -- will premiere Jan. 9.


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Photo: Erica Hill, Gayle King and Charlie Rose are the team behind "CBS This Morning." Credit: Craig Blankenhorn / CBS