I love the idea of being somewhere that (a) what the world chess champion does is big news and (2) there are resources dedicated like this to the broadcast of chess matches. American culture is just so ostentatiously mauvais ton in comparison with so many other countries (my other point of comparison was being in England in ’93 and watching a game show where it was clearly a competition of intellectual skills and the winner’s prize was a dictionary—I just cannot imagine that being on American television).

If find it suspicious calling a match interesting when people need to have "Interesting guests in the studio between moves. Interact with audience through questions from chat etc." - I always found that suspicious with the NFL too.

The overall match can be interesting, while still having some periods of lower intensity. The guests are typically celebrities which also has some relation to chess, for example a famous actress being an avid amateur chess player as well.

The guests will typically join in on the discussion of the positions, and as such often serves as a proxy for the viewers by asking questions like "but why doesn't he just do X now" and similar.

It doesn't always work but overall I think it's been a positive addition to their broadcasts.

I do watch the WC matches myself, but definitely not live.