The traditional morning recipe for early news shows -- a mix of soft stories to ease viewers into the day and serious news they need to know -- may be about to change.
While NBC's "Today" and CBS's "Early Show" are undergoing very public reshuffles, ABC's slightly modified "Good Morning America" has made quiet advances in total viewership -- and sees Meredith Vieira's exit from "Today" as its chance to finally overtake the No. 1 morning show. CBS, meanwhile, wants to steer toward harder news in hopes of getting out of last place.
Also read: Meredith Vieira Announces 'Today' Exit; Ann Curry to Replace Her
Befitting its first place status, NBC's "Today" wants to change as little as possible about its perfected mix of solid news and comforting human-interest stories. On Wednesday, the show received six daytime Emmy nominations compared to one for "GMA" and none for "The Early Show." "Today" and "GMA" are the sole contenders in the category of outstanding morning program.
James Goldston, appointed senior executive producer of "GMA" in February by ABC News president Ben Sherwood after Goldston helped revive "Nightline," said Vieira's exit is a major opportunity for "GMA," already making progress against "Today."
"We're starting to put a little pressure on them," he told TheWrap. "Morning show traditions are ripe for reinvention. I think, day-to-day, 'GMA' is a more modern, a more highly produced, more interesting show," than its competitors, he said.
Also read: 'CBS Early Show' EP David Friedman Out as CBS Turns to Harder News
Among those changes, Goldston said, are interacting more with viewers through social networking, and treating the show as only the most visible part of a 24/7 "GMA" operation. The show has also welcomed back former "The Insider" host Lara Spencer, and added ESPN's Josh Elliott as its news reader.
CBS has also shuffled its talent recently: Late last year, CBS ejected "Early Show" stars Harry Smith, Maggie Rodriguez and Dave Price, replacing them with Erica Hill, Chris Wragge and Marysol Castro on Jan. 3. That was only the beginning of what the network hopes is a new emphasis on original reporting over the frequent cuddliness of morning shows.
But NBC, which tried to replace star power with star power when Vieira replaced Katie Couric on the "Today" show in 2006, this time is banking on familiarity: Curry has been the show's news reader since 1997.
The strategy seems safe, provided Lauer stays put. He delighted NBC executives Monday by shooting down the possibility of his leaving "Today" to reunite with Couric on her planned daytime talk show.
His loyalty may be expensive, however. Lauer already makes $17 million a year, and without a clear succession plan (David Gregory, anyone?), NBC may have little choice other than to show the morning anchor the money.
"If I were NBC, I'd be hiring a dump truck and dumping a pile of money in Matt's backyard starting today," a former morning news producer told TheWrap.
