Newscasting: Duel at Daybreak
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Benti's new morning program so far has caused no tremors on the Today show: its ratings (5,000,000 viewers) and revenues ($17 million annually) are at alltime highs. Today sometimes shuffles its guest line-up to keep abreast of breaking stories, but Schulberg has not meddled with what he calls "my odd ecumenical combination" of easy-going Hugh Downs, aloof Barbara Walters, gabby Sportscaster Joe Garagiola and crisply confident Frank Blair. Unlike Benti & Co., the Today people think that "hard" newscasting cannot draw morning audiences or sponsors as readily as folksier hosts.
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