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REPORT: NBC set to announce 4th hour of Today

As for any of my thoughts, I definitely will not cry in my beer if Passions goes. A much-loved soap with legacy and history, Another World, was done away with needlessly to try to shove an excuse-for-a-soap down our throats. The ratings for Passions have never matched or exceeded those of AW. So much for the Peacock's 'pattern'....

NBC has done the-more-the-merrier before, with mixed results. I'm not sure if 1/3 or more of a day should be taken up with just one s--t--r--e--t--c--h--e--d o--u--t program. The article even brings up misgivings on the part of Matt Lauer, who's been with the show for 10 years. Unless the new hour is a must-see-TV of the morning, I'm afraid 3 hours would be Today's limit. Plus, this move will mark the least amount of content between Today and Nightly the Peacock has presented probably since the earliest TV days. At this rate, NBC will start to resemble Fox and CW affiliates during the day.
 
The Variety article noticeably omitted mention of Lester Holt. I think that this is a mistake. Lester is a valuable commodity. NBC would do well to notice this before CBS snaps him up to replace Katie.
 
I personally think that NBC is just trying to get that hour back from affiliates so that they can ultimately run a block of alternate Network programming like the good old days. NBC will test out this 4th hour of today. It will probably fail since it's overkill. Then the network will replace it with game shows.
 
Things are gonna get interesting.

Currently the LIN-TV owned NBC station in Springfield, Mass WWLP/22 runs Today 7AM-9AM, Regis 9AM-10AM, and Today 10AM-11AM followed by Infomercials and their news at 12PM. Are they gonna aired the 4th hour 11AM-12PM? I just don't see them giving up Regis to Sinclair's ABC 40 WGGB or Merideths "CBS 3" WSHM-LP/67 .

Now in Boston, Mass the NBC Station WHDH/7 which is owned by Sunbeam Television runs Today 7AM-10AM and delays Regis to 10AM-11AM. Will they delay him further to 11AM-12PM or will they move him to sister station CW 56/WLVI?

In Providence, Rhode Island the NBC station, WJAR/10 which is owned by Media General runs Today 7AM-10AM and delays Regis to 10AM-11AM. Will they delay him further to 11AM-12PM? I just don't see them giving up Regis to ABC 6 WLNE (which I've read is the forever #3 station of the big 3 networks in Providence) or LIN's CBS 12/FOX 64 or CBS's CW-28.

In Hartford, CT the NBC O&O WVIT/30 runs a newscast 9:56AM-11AM. Will they move it to 12PM-1PM? They'll have to change their commercials that they currently run NBC 30 News and The Today Show Weekdays 5AM-11AM.
 
I don't think everybody truly read the article. If they did, they would have noticed that NBC stated that a 4th hour of "Today" will be made available to them and to take that into consideration when shopping for and/or expanding any syndicated fare. There is absolutely no mention that the network is mandating airing the 4th hour of "Today."

If an NBC affliate already has a successful show on (i.e. "Regis and Kelly"), you aren't going to see them give that up to air another hour of "Today", which could risk that station going up against "The View" on ABC and "Price Is Right" on CBS if the NBC affliate bumps a proven show back an hour.
 
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