[2] The program utilized a local/national hybrid format billed as a "provocative and unpredictable" combination of general and political news, health, entertainment, technology and opinion segments, mixed with humor and variety elements;[3] stations carrying the program are given the option to provide news, weather and traffic inserts focusing on their local market each half-hour.
[5] In September 2012, Eye Opener began airing on MyNetworkTV affiliates KXNW in Fort Smith, Arkansas (which Tribune earlier acquired in November 2011) and WWMB in Myrtle Beach, South Carolina.
Eye Opener expanded to weekends on September 20, 2014, with the premiere of an hour-long edition of Saturday and Sunday mornings on KDAF and KIAH.
On June 15, 2017, Tribune Broadcasting announced the launch of Morning Dose, a two-hour social media-focused morning show produced in partnership with Chicago-based digital content branding agency Dose, which will replace Eye Opener on the five Tribune stations carrying the latter program (KDAF, KIAH, WDCW, KRCW and WPHL), along with the group's Miami CW affiliate, WSFL-TV, on June 29.
Hosted by Melissa Rycroft and Gary Striewski, with news segments anchored by Laila Muhammad (along with Hillary Kennedy, the only announced holdovers from Eye Opener), the program featured a mix of news stories selected by Dose through its social storytelling and scientific trend methodology to "[showcase] the content and advancing the stories that will drive the day’s social conversation.”[13][14][15][16] On September 6, 2018, Tribune announced that Morning Dose would be cancelled effective October 19.