Today Show Takes Morning TV War to SiriusXM

Photo: Peter Kramer/NBC© NBCUniversal, Inc.

Starting on June 26, Today viewers won't have to switch off the show when they head off for work. As part of a new deal with NBC, SiriusXM will simulcast all four hours of Today, and replay the show later in the day. "This means a chance to be exposed to 26 million listeners, some of whom are not Today viewers," Deborah Turness, the president of NBC News, tells the New York Times. Good Morning America, Today's arch-nemesis, briefly ran on XM radio several years ago, but SiriusXM President Scott Greenstein says it failed because, "it was cut up, not a full-blown version of the show." Why tune in if you can't hear all of Savannah Guthrie's comments about a fashion show you can't see?