David Westin to Bloomberg TV Mornings…

Variety’s Brian Steinberg reports that David Westin will join Stephanie Rhule on a new Bloomberg TV morning program…

Westin, the former president of ABC News, will work with Bloomberg anchor Stephanie Ruhle to deliver “Bloomberg ,” a new morning program that the business-news giant hopes will make a splash beyond its time slot. Executives at Bloomberg think “Go,” which will air between 7 a.m. and 10 a.m. on Bloomberg TV starting October 5, will cultivate a crowd beyond traders seeking tips before the U.S. stock market opens, such as financial executives in Hong Kong or business leaders seeking new ideas from video delivered via tablet or smartphone.

The two vow they won’t focus overmuch on the usual business-news chit-chat, like whether the Dow Jones Industrial Average is going up or down or stock-picking. “Our audience will be impatient with that sort of stuff. They are busy people who want to get something they can use something they aren’t going to get somewhere else,” said Westin in an interview Friday afternoon. “If we don’t give them that, they are going to go on to somewhere else.”

“Go,” named for the button that executes commands on the Bloomberg news-and-data terminal that fuels the company’s coffers, is part of a broader effort to expand the company’s influence beyond Wall Street. Since the return of Michael Bloomberg, the company’s founder, to its top post after a long stint as mayor of New York City, Bloomberg has taken steps to cultivate a broader audience of high-income consumers focused on business and wealth. The new show “is really designed to be the smartest morning show, the most intelligent morning show on television,” said Justin Smith, the chief executive of Bloomberg Media.

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