Starting in June, ‘Today’ Will Simulcast on SiriusXM

Posted by Unknown on Sunday, April 20, 2014

Media |Starting in June, ‘Today’ Will Simulcast on SiriusXM

The “Today” show is moving to radio — or, more exactly, expanding to radio.

NBC and SiriusXM will announce on Monday a deal to begin simulcasts of NBC’s franchise morning news show on the satellite radio service, beginning June 26. Viewers of “Today” will have the opportunity to become listeners in a move clearly intended to reach commuters in cars on the way to work.

It is not the first time a morning show has tried to expand to radio: ABC’s “Good Morning America” had a brief run on XM radio before XM merged with Sirius. But that experiment did not work, largely because, according to Scott Greenstein, SiriusXM’s president and chief content officer, “it was cut up, not a full-blown version of the show.”

In this case, “Today” will play on the radio exactly as it does on television.

Deborah Turness, the president of NBC News, said that the addition of SiriusXM would be “a huge strategic boost for us.” She said the move fit into NBC’s plans to seek every possible way to expand the reach of its morning program. “Today” currently trails “Good Morning America” in the fiercely competitive morning ratings. “This means a chance to be exposed to 26 million listeners, some of whom are not ‘Today’ viewers,” she said.

But it will also serve as a benefit to the show’s fans, who may be leaving for work in the middle of the show and want to continue following it, she said.

Mr. Greenstein said SiriusXM had been pursuing this arrangement for some time. “I’ve always thought ‘Today’ is an iconic staple of morning life,” he said. “We’ve always believed certain TV works on the radio.” The service already simulcasts a number of cable channels, including CNN, Fox News, MSNBC and CNBC.

“Sure, there are some visual elements,” Mr. Greenstein said, “but clearly the next best thing in an interview or discussion is hearing it.”

“Today” will be heard on Channel 108 on SiriusXM. The programming will include all four hours and then will be replayed later in the day. The show will include the concert features that have become a staple.

Mr. Greenstein said he could foresee expanding the programming in the future, citing the example of potentially having bands that play a couple of numbers on the show stay around and offer two or three more songs for the fans outside in Rockefeller Plaza. Those could also play on the Sirius feed.

Ms. Turness said “Today” won’t have to change its technical production at all and will promote the Sirius service on the air. Commercials that play on “Today” will be replaced by commercials Sirius sells to advertisers.