NBC is hoping Savannah Guthrie and Hoda Kotb will soon become an afternoon or evening one for a different kind of viewer.
Starting June 8, the duo will take the network’s nearly seven-decade-old “Today” show into new territory. The pair will add to their on-screen duties by anchoring a half-hour “highlights” recap meant to bring the most recent “Today” news to streaming audiences. Each weekday, Kotb and Guthrie will at 1 p.m. (and in repeats at 7 p.m. and 9 p.m.) co-anchor “Today in 30,” a show that aims to give viewers of the network’s “Today All Day” streaming outlet and YouTube a summary of the best interviews and tips presented earlier that morning throughout all four hours of the “Today” linear broadcasts. Those who tune in will also get a few peeks behind the scenes of the show that morning viewers will not.
In doing so, the network is bending some of economics of TV. It’s no secret that the nation’s three big morning-news programs have been losing viewers in recent years. NBC, no doubt, hopes a boost in “Today” content aimed at streamers — a new cooking show from Al Roker and a shopping program led by contributor Jill Martin are also on the way, along with content from Vicky Nguyen and Stephanie Ruhle — will garner audiences for “Today” who might not have previously thought they could keep up with the show, or felt compelled to watch it in traditional fashion.
In recent months, some media companies have looked beyond those outlets. Fox News Channel last week said it would make available its popular primetime shows from Tucker Carlson, Sean Hannity and Laura Ingraham via its Fox Nation streaming service the morning after the programs aired on its mainstay cable outlet. Most TV-news organizations already post clips from live shows on social media within minutes of the live TV airing. The trick is often found in coming up with content that gives fans more content related to the news shows, rather than cannibalizing programming that is already drawing eyeballs and revenue.
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