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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.
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