NBC's 'Today' to Simulcast on SiriusXM (Video)
In contrast to the now-defunct "Good Morning America" radio run, the four-hour morning show will play on the radio in full, starting in June.
Today is expanding to radio.
The NBC morning show announced on Monday that it will simulcast on SiriusXM, beginning June 26.
"We know that a lot of you are headed out the door right now -- you're gonna go to work, you're gonna go to school, you're gonna drop your kids off -- so we're excited to announce that very soon, for the very first time, you'll be able to enjoy Today in your car without missing a thing," said Matt Lauer, with Al Roker adding, "You thought you could get away from us by getting in your car!"
All four hours of Today -- including the live music performances -- will air on channel 108 on SiriusXM, and then replay later in the day.
The move isn't the first time a network morning show will enjoy radio play, as ABC's Good Morning America briefly ran on XM radio before XM merged with Sirius, according to The New York Times. However, the now-defunct run wasn't a simulcast, but what Scott Greenstein, SiriusXM’s president and chief content officer, called a "cut up, not a full-blown version of the show."
"Listeners will, for the first time, be able to take Today with them on their busy morning routine and throughout the day during their daily drive,” said Greenstein in a statement. Deborah Turness, NBC News president, noted to NYT that the addition is "a chance to be exposed to 26 million listeners, some of whom are not Today viewers."
SiriusXM currently simulcasts a selection of cable channels, including CNN, Fox News, MSNBC and CNBC, and might someday expand the Today broadcast with extra concert numbers played for fans at Rockefeller Plaza. Until then, the Today anchors warned Howard Stern that they're on their way to radio.
"We're gonna steal some of Howard's audience," joked Lauer, and Roker noted, "We're coming after you, Stern!
Watch the announcement below: