NBC’s “Today” is turning to newborns for a programming stunt this week. Dubbed #BornTODAY, the stunt features correspondents and camera crews in maternity wards across the country tuning in as babies are being born, in some cases live, on-air.
Take this report from Janet Shamlian, who asks the new mother how she is doing after giving birth just seconds earlier “Look at that camera and tell us!” before giving her a “Today” onesie.
“Today” says it will examine all aspects of having and raising babies over the course of the week. As funny as it seems, it actually isn’t a new idea. ABC’s “Good Morning America” famously had a programming stunt it called “Baby Oh baby!” in 2001 and again in 2011. The network had crews and correspondents cover a maternity ward for 24 hours, and covered the birth of 41 children.