Last month, she conducted three newsmaking interviews in three cities over 36 hours: Brian Houston, founder of the scandal-plagued Hillsong Church Rep. We still put on, I believe, an excellent show.”Īfter doing “Today” for several months from her homes in Manhattan and upstate New York and the socially distanced “Today” studio, Guthrie has started hitting the road again. “I can’t get up every day having an existential crisis about broadcast news,” Guthrie said. But she believes job one is to serve the audience that watches the program live each morning to find out what happened overnight and learn the agenda for the day ahead. Guthrie understands the added duties are needed to expand the show’s reach, especially among younger viewers (“It’s all quite manageable,” she said). The summary will be shown three times each day on Today All Day and the program’s other streaming platforms. Starting this week, Guthrie and Kotb will anchor a half-hour highlight program called “Today In 30,” which will feature the best moments from that day’s broadcast. “That will require more of our anchors’ time.” “Our goal is to meet the viewer where they are wanting the content,” Leist said. The program also has its own audio channel on SiriusXM. NBC launched Today All Day, a streaming channel that delivers “Today” segments on YouTube, Roku, Peacock and other services. The response so far is to offer Guthrie and the rest of the “Today” team - Kotb, Craig Melvin, Al Roker, Dylan Dreyer, Jenna Bush Hager, Sheinelle Jones and Carson Daly -across new digital platforms. “I think what the network thinks about more than anything is ‘where are the viewers going and how can we catch them?’” Guthrie said.
But “Today” has held onto its lead among viewers ages 25 to 54, the demographic advertisers want when they buy commercial time on news shows. It trailed ABC’s first-place “Good Morning America” (3.9 million viewers, which was down 13%) and led “CBS This Morning” (2.8 million, down 8%). “Today” finished the 2020-21 season with an average of 3.3 million viewers, down 14% from the previous year, according to Nielsen data. The emergence of online streaming is pulling viewers away from traditional TV, which is cutting into the morning-show audience.įox News hosts Tucker Carlson, Sean Hannity enter streaming fray as cord-cutting acceleratesĬNN also is stepping up efforts to offer a direct-to-consumer streaming service to combat cable subscriber losses.
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Morning shows had long been the most durable broadcast TV formats, holding up relatively well against competition from cable and time-shifting DVRs. She also will handle NBC’s coverage of the opening ceremony of the Summer Olympics in Tokyo on July 23 if they are not canceled due to COVID-19.īut keeping “Today” competitive won’t get any easier in the years ahead. Viewers will see more of her in the coming months as she will be a guest host of “Jeopardy!” for two weeks starting June 14. Perseverance has served Guthrie well in the last decade. “She’s going to think through every interview top to bottom and think through every question three or four different ways.”
“She approaches every assignment she gets the same way,” Leist said. Libby Leist, the NBC News senior vice president who oversees “Today,” said the interview was a success because of Guthrie’s tireless work ethic, which she has seen in action since they started working together in 2008 at the network’s Washington bureau.
Her suggestion to Trump that he was tweeting “like someone’s crazy uncle” is destined to be a part of campaign highlight reels in the years to come. Some of the network’s stars signed a letter protesting the move.īut Guthrie, a former White House correspondent, delivered a skillful grilling of Trump that made viewers and most critics forget about the mess her bosses created. It appeared to be a thankless task, as NBC brass was blasted by political pundits and social media for putting the telecast up directly against ABC’s previously announced event with Democratic nominee Biden. The network was seen as caving to the former president, who refused to participate in the second scheduled debate against Joe Biden that would be held virtually. Guthrie was sent into another minefield last fall during the 2020 presidential campaign when the network asked her to moderate an NBC News town hall with Donald Trump. The historic pairing also helped mitigate a rash of stories about sexual harassment allegations within the network’s news division. Instead of seeing ratings collapse after Lauer’s departure, the program’s first all-female hosting team held the audience. “It can be quite terrifying when she says something out of the side of her mouth right before we go on,” Kotb said.
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