CBS News Recruits Television Veteran Steven Baker to Revive Lagging Ratings
New York, Sunday, 4 October 2026.
To reverse persistent third-place television ratings, CBS News has appointed former ABC News executive producer Steven Baker as a senior consultant to overhaul its morning and evening broadcasts.
CBS News Recruits Television Veteran Steven Baker to Revive Lagging Ratings
To reverse persistent third-place television ratings, CBS News has appointed former ABC News executive producer Steven Baker as a senior consultant to overhaul its morning and evening broadcasts [1]. The broadcast network, a subsidiary of Paramount Global, announced the strategic move in early October 2026, aiming to revitalize flagship programs amid structural headwinds from cord-cutting and digital migration [2]. Baker, who previously served as executive producer of ABC News’ “Nightline,” joined the team during the week of September 27, 2026, reporting directly to CBS News President Tom Cibrowski [1][2]. This appointment underscores the imperative for legacy media executives to revamp linear content strategies and maintain market relevance against agile digital competitors [1].
Addressing the Viewership Decline
The urgency of Baker’s recruitment is highlighted by recent viewership data indicating significant challenges for the network’s daily news programs [2]. In Q3 2026, “CBS Mornings” averaged 1.6 million total viewers, including 256,000 viewers in the 25–54 age demographic, according to Nielsen data [1]. Furthermore, “CBS Evening News” ratings remain significantly lower than the audience levels recorded during Norah O’Donnell’s tenure, which ended in early 2025 [1]. CBS News President Tom Cibrowski stated that Baker will bring energy and ideas to inject new life into the programs, working directly with show leaders to improve performance [2].
Strategic Expertise and Background
Steven Baker brings a reputation for experimental programming and storytelling innovation to the role, having previously worked with former ABC News president James Goldston at Candle Media [1]. His background includes producing the 2020 “Turning Point” takeover of the “Nightline” slot and a 2018 hour-long “Nightline” special for Freeform [1]. This hire continues a trend of former ABC News personnel moving to CBS, joining others like Wendy Fisher, who oversees newsgathering and weather, and journalist Matt Gutman, who joined in 2026 [2]. Baker’s objective is to boost the performance of the network’s morning and evening news programs through modernized storytelling approaches [1].
Broader Industry Context
The recruitment occurs as traditional broadcast networks face ongoing pressure to protect core advertising revenues while adapting to changing consumer habits [1]. In late September 2026, CBS News introduced segments like “The Big Question” and “The Good Stuff” on “CBS Evening News” to create short-form content for digital platforms in an effort to boost engagement [1]. This contrasts with recent hires by Editor in Chief Bari Weiss, who possess print-news expertise, signaling a shift toward executives with traditional TV-news backgrounds for these specific operational roles [1]. The move reflects a broader industry pattern where legacy organizations seek experienced television veterans to navigate the evolving media landscape [2].