CBS Corp. (NYSE: CBS) is in need of a solid new hit. While CBS has consistently been America's "most-watched network" for several years, the trend may be in danger. Perennial ratings powerhouses such as the CSI franchise, Two and a Half Men and Survivor are getting a little long in the tooth and may only have a few years left before fickle viewers tire of them. Meanwhile, fall season has started off slowly for the venerable network, as two of its returning drams ... the two-year-old James Woods vehicle Shark and the procedural drama Cold Case -- beginning its fifth season -- saw sagging ratings. At 10:00 p.m. Eastern, Shark attracted an all-time low of 11.5 million viewers, roughly 6 million less than Without a Trace drew when it premiered in the same time slot last year.
12.3 million viewers tuned in to Cold Case, airing at 9:00 p.m., down from the fourth-season premiere, which drew 17.6 million households. Next week, the competition builds as Walt Disney's (NYSE: DIS) ABC Network premieres Desperate Housewives and Brothers and Sisters.
For the night, CBS took second place, behind General Electric's (NYSE: GE) NBC Network, which won the night easily with Sunday Night Football.
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
On the ABC show Brothers and Sisters, one of the main characters (a brother) is gay, and currently dating a soap star. The soap star is keeping his yen for a boyfriend a secret at all costs as he's sure his fans will revolt if he's exposed. I keep wondering if the plotline is a serious examination of daytime television fans and their bigotry or the writers are just poking fun at the ridiculousness of any star in today's climate hiding homosexuality. It seems that many stars have increased their bankability by coming out, from Ellen DeGeneres to her gorgeous girlfriend, Portia de Rossi.
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