NBC launches 'Today' into digital space


NEW YORK -- NBC and MSNBC.com unveiled an extreme makeover to the "Today" show Web site that features a behind-the-scenes look at the three-hour and soon to be four-hour show.

TodayShow.com launched Monday with a video blog from co-host Al Roker as well as exclusive content from "Today" contributors and other material from iVillage. Another highlight -- www.allday.msnbc.com -- takes the three-hour breakfastcast to an all-day presence on the Web.

"There's a connective tissue with personalities and the broadcast," "Today" executive producer Jim Bell said. "We're using this technology to give additional information about a news story we did, a recipe that was on the show, or peeling back the curtain and taking a look inside the show behind the scenes."

The show is no stranger to MSNBC.com. It's been a part of the site for more than 10 years. But it's the first time MSNBC has highlighted a particular show with its own Web site instead of the previous approach, which was to fold it into the larger MSNBC.com, said Randy Stearns, deputy editor of MSNBC.com.

"We want to be with (viewers) throughout the day and continue that connection that starts in the morning and not just say at 10 o'clock, 'See you at 7 a.m. the next morning,' " Bell said.

Stearns said that MSNBC and NBC were looking at the possibility of moving other NBC News properties -- like "NBC Nightly News With Brian Williams," "Meet the Press" and "Dateline NBC" -- to their own sites but it would have to be determined on a case-by-case basis.