Successive American presidents in the '60s and '70s ordered all-out bombings in Vietnam as an arguably oxymoronic weapon of peace. Peace, of course, lost.
In a smaller scale of carpet bombing, CBS News presidents, stretching back to the '60s, have ordered repeated obliterations of the network's morning-news troops. The latest happened Tuesday, when the shards of the network news operation that Edward Murrow helped build dumped Agent Orange all over The Early Show set and did away with anchors Harry Smith and Maggie Rodriguez and weather reporter Dave Price.
This is, it seems, the seventh time since 1999 that a previous magic-personnel formula has been redrawn with new on-air faces that are sure to work -- finally.
Presidents tend to say odd things at times like these. CBS News President Sean McManus is quoted in the Associated Press story as saying, "We just felt the timing was right to start planning for the future."
That's uber-odd. Is he saying the decades of changes in the CBS morning-news formula were unplanned? Or has he consulted with Marty McFly and Doc Brown and plans to unwind history, Back to the Future style? I am suspect of news produced by someone who gets away with such statements.
(Should you have a thirst for more details on CBS' Morning, Bloody Morning campaign, look up this Wikipedia posting on The Early Show -- even if you allow liberally for wiki-sloppy facts, it's not a story to be telling young children.)
There was a time when the changing of the principals of a theoretically important news program caused a lot of comment and speculation and several well-placed essays of outrage. There was a time when television news was taken more seriously, when the quality of the product often outweighed the revenue it produced.
Fred W. Friendly, who worked alongside Murrow in the early years of CBS News, took over the presidency of the news operation in the early '60s, not long after Murrow was pushed out. Friendly fought sizable battles with CBS' profit-oriented executives over the wall that should exist between news and entertainment. When the entertainment cadre prevailed in early 1966 and Friendly wasn't permitted to broadcast an important Congressional hearing on the Vietnam War, and an I Love Lucy rerun was shown instead, it was the last straw and Friendly resigned. Outrage followed.
Outrage isn't fashionable any longer, especially when it comes to The Early Show. The changes happen with some regularity, as they did Tuesday, and hardly anyone notices. The ratings remain in last place as CBS devises another way to beat Today at its own game. Which is outrageous for a couple of reasons. The first is that Today isn't worth imitating any more. Jeff Zucker, soon to exit the top post at NBC Universal following the sale to Comcast, ruined Today when he took over the show in the early '90s and turned it into a bottomless entertainment hole into which countless empty features have been thrown over the years. Zucker's bent for malicious destruction of property subsequently was rewarded with higher and higher positions of NBC power in which he ruined even larger pieces of television.
Today is broken. That it has imitators who also long for similar mechanical problems is inscrutable.
Rather than try to compete in the morning olympics of mediocrity, CBS has its own model for excellence up and running successfully since 1979: Sunday Morning. This 90-minute program is appointment television for the millions who value it. It's thoughtful without being arrogant. It's timely, but still makes time for in-depth feature pieces. It contains tons of top-notch journalism, some of it very serious and some a whole lot of fun. It's a gem that thrives on its excellence.
Someone at CBS realized this shortly after Sunday Morning debuted, and for a while weekday versions took over the morning-news spot on the network. Then a higher-ranking someone at CBS started counting beans, was unhappy with the tally and pulled the plug. And for three decades, while hopelessly chasing its NBC competition, all the subsequent experiments have yielded no higher bean counts.
Year after year CBS could be called the Sisyphus Network for its fruitless attempts to reach the top of the morning ratings, only to have the boulder it's pushing roll to the bottom and have to begin its impossible quest again. Wouldn't it be wonderful if someone there who remembers when CBS was known as the Tiffany Network would decide to chase class again and give viewers the choice of singularity again in the morning?
Wish I felt it was worth a bet.