NBC’s “Today” show is expanding to radio. Writing in The New York Times, Bill Carter reports that the network has made a deal to put the morning show on the SiriusXM satellite radio service.
“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,” the story notes.
The simulcast will start June 26.
Other morning shows have tried to extend their franchises to radio, with ABC’s “Good Morning America” airing on XM radio before it merged with Sirius, the story adds.
“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,’” Carter writes.
“Today” will air on the radio exactly as it’s broadcast on TV, with NBC News President Deborah Turness calling the expansion “a huge strategic boost for us.”