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Top of the Morning is the book that debates the success and the downfall of Today in viewers’ preferences. The book is written by Brian Stelter, who debates that the firing of Ann Curry caused the change in the morning television show’s ratings.

“When Matt Lauer decided to renew his contract, that’s when NBC was pretty convinced they should remove Ann Curry from the show … But Matt doesn’t shoulder all the blame himself. The real culprits are the executives behind the scenes, but unfortunately viewers never knew their names so they took it all out on Matt Lauer,” the author of this book claimed according to WTOP. But why was Ann fired? Well, according to Brian the Today Show has been winning for such a long period of time that they actually forgot how to lose. And that is a problem, at least this is what the author thinks.

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Currently, Good Morning American is the no. 1 morning television show in the United States. The show is watched by millions of Americans each day. Well, it seems that Brian has an explanation for that, as well. According to the author of Top of the Morning, immediately after the firing of Ann Curry Good Morning America realized how to capture the viewers who became disappointed with Today.

“I think GMA figured out how to stop being the ‘Today’ show. It had to be its own thing. GMA was more fun. It was more lighthearted, definitely more entertainment- driven than the ‘Today’ show and more importantly — it was ready to take an opportunity that was given by the ‘Today’ show,” Brian Stelter explained.

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In Top of the Morning: Inside the Cutthroat World of Morning TV, Stelter talks about the dismissal of Ann Curry, the Today’s impossibility to get out of second place, despite all their attempts, but also the financial pressure in morning television. Brian Stelter is a media reporter for the New York Times. The entire subject is fully debated in the journalist’s book, which should be read by all those interested in the fate of the Today Show.

A report published by The New York Times indicated that the morning television’s low ratings are actually the main reason why Matt’s days in the show are numbered. As The Today Show is still on the second spot behind Good Morning America when it comes to morning television, there is no shock in the fact that producers are considering replacing Lauer.

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Recently, an executive producer of the Today Show claimed that what matters most to make this morning television show successful is the connection that the audience has with its anchors. “What matters most is the anchor connection to the audience; what we need to work on is the connection,” the executive producer claimed. Still, a staff member declared that the producers were referring to Matt Lauer, exclusively, and the decision does not also include Savannah Guthrie, as well. Lauer was blamed by some for the departure of Ann Curry, which took place in June, 2012. It has even been claimed that Matt Lauer will be replaced by Willie Geist or David Gregory.

Despite these rumors, officials from NBC said that they actually have no intention of replacing Matt. A source told US Weekly that NBC has no plans in replacing the star. On the other hand, Matt Lauer claimed that the way NBC treated Ann Curry and handled her departure from the show was not the most inspired one. While Lauer said that NBC could have handled better that transition, officials from the network claimed that Lauer had nothing to do with Ann’s departure, insisting that the current anchor of the show is not responsible for the exist.

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What are the show’s producers willing to do next and if Matt Lauer will be replaced from the Today Show is something we will find out in the near future. For now, the Today Show remains the second most watched morning television program in the US. If this situation will change in the following months and the show will be able to regain its first spot in the audience’s preferences is something no one can tell for sure.

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Hosts Savannah Guthrie and Matt Lauer will broadcast their news program live from Faneuil Hall, Bostonians having the opportunity to watch the Today show in a totally new way. On the Fabeuil Hall Facebook message has been written the following message: “We are thrilled to announce the Today Show will be here at Faneuil Hall Marketplace with Matt Lauer and Savannah Guthrie for a love broadcast this Friday Feb. 15th 6am-9am! and we’re inviting YOU to come be a part of the live audience! What better way to start your weekend? Bring your friends and as much coffee as you can drink!
Follow us at @FaneuilHall for more updates!”

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This will surely be a new experience as audiences are encouraged to come out to the beggining of the show at 6:30 a.m. and spend the morning watching how the two hosts, Lauer and Guthrie deliver news live.

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The hosts will be in the Upper Rotunda and also in the West End of Faneuil Hall, so it will definitely be a wonderful event.

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Don Nash will become the executive producer, reporting to Alexandra Wallace, who is the executive in charge of the show. Previously, Don Nash was a broadcast producer who has worked on NBC’s morning’s show for 23 years.

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NBC strives to refresh the show because it had began to fade as its rating has decreased. Moreover, ABC’s “Good Morning America” has beaten “Today” show.

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Today is one of the most important and profitable NBC’s TV shows. It generates $485 million in ad revenues in 2011, up 6.6 percent from 2010, according to Kantar Media. Its rival, “Good Morning America” won $299 million last year.

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The show had problems mainly after NBC has announced that former executive producer Bell will leave the show in order to become a full-time executive producer of the Olympics. Bell and Matt Lauer were blamed for firing of Ann Curry, which was a very controversial event that harmed the image of the show.

It remains to be seen if 2013 will be a better year for “Today” show, with less scandals, a reinforced brand and also an increased profit.

Now, NBC is expected to name Alexandra Wallace as the executive producer of the Today Show. Until today, Alexandra has served as a senior vice president for the network. The change is not very shocking, as current producer Jim Bell, failed to keep the show’s ratings at the highest level possible. However, if Alexandra Wallace will be named the new executive producer of the Today Show, she will be the first woman in charge of the long-running NBC show. The pressure and the responsibilities will surely be impressive.

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Jim Bell was blamed for all the problems that the Today Show is going through nowadays. Jim Bell has been in charge with the show since 2005. He was also considered to be responsible for the way Ann Curry’s departure from the show was handled. The firing of the co-host of the Today Show was an extremely controversial event. Ann Curry was replaced with Savannah Guthrie earlier this year. Ann left the Today Show in June.

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The Today Show was the top-rated morning television show for no less than 16 years in a row. In 2012, the show lost its supremacy. There is no wonder a change had to be made. If Alexandra Wallace will be confirmed to take the responsibility of making once again the Today Show the most successful morning television program or not is something we are about to see. When the new change is expected to take effect is not known yet, either.

Here are some of the best moments of Meredith Vieira on the Today Show.

In this video, Meredith gets into an icing fight with Matt. It’s actually really funny and goes to show that a morning TV show doesn’t necessarily has to be very serious.

Meredith accidentally drops the S bomb on air, while she tries to play a car-driving simulation game.

Ice and Will Ferrell. Sounds like fun. Meredith went ice-skating with comedy actor Will Ferrell. Although she is a great anchor, she is not that great of an ice-skater.

Watch as Meredith challenges Hillary Clinton into a talk about politics. Meredith had guts to pull this short interview through.

Skating doesn’t work? Why not try dancing? Here, Meredith dances with Apollo Ono.

Meredith was one of the hosts for NBC’s coverage of the 2012 Olympics. Both Vieira and co-host Matt Lauer were criticised for their NBC coverage of the opening ceremony for the 2012 London Summer Olympic Games.

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Why Ann Curry was let go from the Today Show is a question that many tabloid magazines have tried to answer. Over the summer Ann told People that Today Show producers wanted her to dye her hair and dress more feminine and contemporary. The star said she refused to do so, as she wanted to remain true to herself and her own tastes.

Soon after leaving the Today Show, Ann signed a contract with NBC News. If Ann managed to do just fine, we cannot say the same thing about the Today Show. Following Ann’s departure the ratings of the show have much decreased. The new co-host, Savannah Guthrie, failed to convince the audience, so Ann is now asked to help the show regain its success. The Today Show has been for years the number one watched morning news program, aspect with changed over this summer.

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An insider told Radar Online that Ann loves her new job at NBC and she is so much happier as a front line reporter. If she will receive an official proposal to come back from the Today Show, and mostly if Ann will accept it, is something we will probably find out in the following weeks.

Until then, problems seem to continue for the Today Show. According to the latest rumors, Matt Lauer is dealing hard with the drops in ratings. It seems that the star has been much affected by the fact that the show lost its place as the leader morning television show to Good Morning America. The show’s ratings continued to get lower each month since the summer.

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Still, Matt receives all the needed support from the show’s producers, who seem to believe that he is the heart and the soul of the show. Producers also said that the whole issue linked to ratings is more complex than just the dismissal of Ann Curry. According to the Associated Press, producers believe that any time there is a change, people need to process it in order to adapt to it and accept that change.

There is no doubt in the fact that the Today Show has been through a rough time, but probably producers will find the best ways to overcome it.

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There was a high scandal that went off around the cast of Today Show. On 11 September 2012 sparked outrage after the program declined to cutaway from an interview with Keeping With the Kardashians co-star Kris Jenner, in which she discussed the show and her breast augmentation, to broadcast the 11th anniversary remembrance ceremonies of the September 11th terrorist attack at 8:46 am, ET.

At that time, a moment of silence was held in memory of the the 2.996 people who died in the tragedy was being conducted. That was the time when American Airlines Flight 11 crashed into the North Tower of the World Trade Center.

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NBC was the only national television news outlet in the United States that did not interrupt regular programming to broadcast the moment of silence live. While the coverage of the ceremonies was not seen on the NBC network feed in most of the US, WNBC/New York interrupted the Today broadcast to run locally produced special coverage of the ceremony.

NBC News CEO Steve Capus sent out a memo directly to all NBC affiliate station managers on September 12th, apologising for severe criticism that the stations faced following the incident, and acknowledging that the situation touched a nerve with viewers.

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Nevertheless, Steve Capus did not issue either a public apology or an official press release to the media concerning their decision not to air the moment of silence. The memo notes that the moment of silence had not been routinely broadcast on Today since 2006, with the exception of September 11, 2011 on the 10th anniversary of the attacks.

Ann Curry and Matt Lauer

Having under consideration this situation, employees at The Today Show are wondering whether Matt Lauer will be willing to sacrifice his salary to save the staff or they will be at risk of loosing their jobs. According to the New York Post, in case Matt will not sacrifice part of his $25 million salary to save The Today Show, a part of the staff will be left without a job. Cutting costs is a must at the morning show nowadays, and naturally the only option producers have is firing some of the employees.

A source told the New York Post that the pressure on the staff would be relieved only if Matt will give up some of his amazing salary. The staff at The Today Show will most likely put pressure on Matt to make the right thing, and so avoid loosing their jobs.

Matt Lauer

Matt Lauer currently is the highest paid news anchor in the United States. He has a salary of no less than $25 million. Since the scandal involving Ann Curry’s departure from the show broke, fans have deserted The Today Show, ratings dropping impressively. This means that the earnings of the morning television show have also decreased.

April was the first month of the year when The Today Show lost its supremacy on Good Morning America. The same month Matt was offered a $25 million contract to remain the co-host of the show, becoming the highest paid-news anchor on TV. Ann was replaced with Savannah Guthrie, but fans did not appreciate the way the show handled her departure. Guthrie failed to impress the audience and to keep viewers on The Today Show.

Savannah Guthrie and Matt Lauer

However, this is not the first time when a television host has to give up part of his salary to save the show. Jay Leno, the host of NBC’s The Tonight Show, agreed with a 10 percent cut from his salary to avoid firing the staff. His salary currently is about $20 million.

Now, the only question that remains is whether Matt Lauer will take a pay cut off his $25 million salary to save jobs or not.

NBC’s Today Show was beaten by its major rival when it comes to morning television shows, naturally Good Morning America. Even though NBC expected a great interest from viewers, at least when it comes to the debut of Savannah Guthrie, the figures were quite disappointing.

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Either way, the Today Show was beaten with about 357,000 viewers by Good Morning America, which managed to come first in viewers’ preferences. More than 4.57 million viewers watched ABC’s show, compared to the 4.21 million that made their choice on the Today Show. This is considered to be the largest win that Good Morning America registered in the past 17 years when it comes to ratings.

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Savannah Guthrie recently replaced the former co-anchor of the Today Show, naturally Ann Curry. The star claimed that she is very excited with the idea of becoming the co-anchor of one of the most popular morning television shows in the United States, but she is not very happy with the circumstances in which that happened. Still, “I am thankful for the chance,” the star declared according to the Daily Mail.

Savannah Guthrie also shared the fact that all she wants is to make a great job, while focusing on her work. Even though she was really nervous, Savannah said that it really is a big honor for her to be there. However, it seems that it is not Savannah Guthrie’s fault that NBC’s show decreased in the top preferences of viewers from all around the US. It actually has been claimed that fans of the show did not appreciate the way the network handled Ann’s exit from the company.

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Savannah Guthrie actually is a famous American journalist. The star was born in December, 1971, in Melbourne, Australia. She studied at the University of Arizona and Georgetown University. Between 2008 and 2011, Savannah Guthrie has been working as a White House correspondent, but also an a co-anchor of The Daily Rundown.

The star was offered to take over the Today Show co-host role in June 2012. She joined Matt Lauer, Natalie Morales and Al Roker. She was named a co-anchor on the show following Ann Curry’s departure. Savannah has been working for NBC since 2007, but most of her career, this star worked in television.