With a fourth hour of Today, NBC is “planting the Today brand on more of its programming day,” Phil Rosenthal writes. “The thinking is that something called Today is more likely to draw viewers than a new one-hour program, even if it has a similar format, because Today has a following built over decades. Plus, the infrastructure and much of the staff is in place.”
Rosenthal calls it a “classic Jeff Zucker move…”
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