Why Not Add A Fourth Hour?

By Brian 

Two responses to this question:

> “Why should Today add a 4th hour? Simple. It’s all about money. If a 4th hour of Today can grab more viewers than whatever is airing now at 10a, ad revenues for NBC go up. That’s an irresistible thing for the suits at GE.”

> “The show is a cash-cow… the amount of money the Today Show would make in that time slot compared to any of the syndicated shows out there now makes all the sense in the world… The only problem is that NBC would need to build another control room — in the event of breaking news during that 4th hour for the West Coast feeds.”

The real question isn’t “why add a fourth hour?” — it’s “why not add a fourth hour?”