In the cutthroat arena of morning television, where ratings battles rage like ancient gladiatorial contests, CBS is plotting a seismic shift that could redefine the genre. As of December 2025, whispers from network corridors reveal that CBS News is aggressively courting Hoda Kotb, the charismatic former NBC “Today” show darling, to potentially supplant Gayle King on the floundering “CBS Mornings.” This isn’t mere gossip—it’s a calculated gambit amid a brutal overhaul, driven by plummeting viewership and a mandate to claw back market share from juggernauts like NBC’s “Today” and ABC’s “Good Morning America.”

The catalyst? “CBS Mornings” has been hemorrhaging audience, trailing competitors by as much as 20% in recent quarters. Insiders paint a dire picture: high salaries clashing with underwhelming performance, culminating in the abrupt October exit of veteran anchor John Dickerson after 16 years. Sources close to the matter describe Dickerson’s departure not as a voluntary “step back” but a forceful push, signaling that no one’s tenure is sacred. Enter Bari Weiss, the sharp-elbowed editor-in-chief of CBS News, who ascended in late 2024 with a clear brief: transform the third-place show into a contender. Weiss, known for her incisive journalism and no-nonsense style from her Free Press days, is reportedly fixated on injecting star power—warmth, credibility, and raw viewer magnetism—that Kotb embodies in spades.

Kotb, 61, stepped away from “Today” in January 2025 after a storied 17-year run, citing a desire to prioritize her young daughters, Haley and Hope, and nurture her wellness empire, Joy 101. Launched mid-year, the app promised personalized meditations and joy-infused courses but fizzled commercially, drawing scant buzz despite Kotb’s promotional blitz. Frequent guest spots on “Today”—including a poignant Thanksgiving Parade co-hosting gig in November—fueled speculation of a full NBC return, but those overtures cooled. Now, with her NBC contract described as “nowhere near ironclad,” Kotb is reportedly eager to reclaim the spotlight. “Hoda is morning TV,” one executive confided. “She’s the comfort America trusts with its coffee.” CBS dangles an irresistible lure: solo stardom on “CBS Mornings,” free from the co-host duos that defined her “Today” era alongside Savannah Guthrie or Jenna Bush Hager. No more sharing the throne—Kotb would reign supreme.

For Gayle King, 70, the writing appears etched in stone. Her $15 million annual payday—once justified by Oprah-adjacent gravitas—now symbolizes excess amid Paramount Global’s looming layoffs, potentially axing 1,000 jobs network-wide. King’s contract expires in May 2026, and recent contract talks with Weiss reportedly soured, leaving her future precarious. Yet, King struck a defiant note on December 4, insisting she’s “planning” to stay at CBS in some capacity, dismissing ouster rumors as overblown. “I’m valued here,” she affirmed, though skeptics question if that’s mere bravado.

This potential swap underscores broader industry tremors: the death knell for legacy morning formats in an era of streaming fragmentation and TikTok brevity. CBS’s pivot reflects a hunger for personalities who blend relatability with edge—Kotb’s effervescent vibe could lure lapsed viewers, much like her “Today” heyday boosted NBC’s dominance. But risks loom: poaching from a rival invites backlash, and Kotb’s post-“Today” rust might need polishing. As negotiations simmer (no deal is imminent), one thing’s clear: 2026’s morning lineup could crown a new queen. Will Kotb’s jump to CBS spark a renaissance, or fizzle like Joy 101? In TV’s endless dawn patrol, the sun’s just rising on this saga.