"Today" is popular with women who dominate the TV audience after 8 a.m. and a fourth hour would pit it against ABC's "The View," as well as syndicated programming such as "Martha Stewart Living," Variety noted. The third hour, which was added in 2000 and known as "Today II," has held its own ground against the Alphabet network's "Live With Regis & Kelly."
The renovation of the street-level studio will be completed Sept. 13 and a second, upstairs studio will provide more space for additional fourth-hour segments.
Vice President Phil Griffin said so far there has only been talk about the longer show, but if the decision is made, they are ready.
"We certainly have all we need to do three hours of compelling morning television and who knows, someday maybe more," Executive Producer Jim Bell said.