Today Show Expansion and Brand Evolution
Since its inception, NBC's Today has evolved from a standard morning news program into a comprehensive multi-platform brand. By expanding its broadcast hours, launching specialized spin-offs, and embracing digital streaming, the program has adapted to the changing consumption habits of audiences across the United States.
Key Facts
- Weekend Expansion: Sunday editions debuted on September 20, 1987, and Saturday editions on August 1, 1992.
- Early Morning Reach: Early Today currently airs live at 3:00 a.m. ET on weekdays.
- Digital Innovation: Today All Day launched on July 15, 2020, as a free ad-supported streaming television (FAST) channel.
- Fourth Hour Evolution: The 10 a.m. slot has transitioned through several iterations, most recently becoming Today with Jenna & Sheinelle in January 2026.
Weekend Programming
The weekend editions of Today maintain the core format of the weekday show, focusing on breaking news, interviews with newsmakers, human-interest stories, health, finance, and national weather. The Saturday broadcast typically runs for 90 minutes (7:00 a.m. to 8:30 a.m. ET), while the Sunday broadcast airs for one hour (8:00 a.m. to 9:00 a.m. ET).
Weekend broadcasts are tailored to leisure-time viewers. A notable example is "Saturday Today on the Plaza," which features live music and Broadway performances during the summer. Additionally, NBC introduced Saturday Today Extra in the fall of 2025 to follow the main Saturday broadcast on select weeks.
During the Olympic Games, the weekday anchor team typically takes over the weekend broadcasts to maintain promotional momentum, though some weekend editions may be preempted entirely for live sports coverage.
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Early Morning and Digital Extensions
Early Today
The first brand extension, Early Today, originally debuted in 1982 as a lead-in hosted by Bryant Gumbel and Jane Pauley. After a brief cancellation and a period where NBC aired NBC News at Sunrise, Early Today was revived on September 7, 1999. Initially produced by CNBC with a focus on financial news, it shifted to general news in 2004 under the MSNBC First Look production staff. It currently serves as a critical early-morning resource, airing live at 3:00 a.m. ET.
Today All Day
Expanding beyond traditional linear television, NBC launched Today All Day on July 15, 2020. This is a free ad-supported streaming television (FAST) channel available on Peacock and the Today website. It blends original content with lifestyle segments and soft news curated from the main Today broadcasts.
The Evolution of the Third and Fourth Hours
The expansion of the mid-morning time slots has seen various format changes and hosting lineups to capture different demographics.
The Third Hour (9 a.m.)
The 9 a.m. slot has undergone several transformations. It began as a standard extension of the main show, later becoming Today's Take in 2012, which shifted toward a "host chat" format. Following a brief period as Megyn Kelly Today (2017–2018), the slot became Today 3rd Hour (or The 3rd) on October 29, 2018. Currently hosted by Craig Melvin, Al Roker, and Dylan Dreyer, it functions primarily as a panel discussion program.
The Fourth Hour (10 a.m.)
The 10 a.m. hour is designed as a standalone talk show focusing on entertainment and fashion. It gained significant popularity as Today with Kathie Lee and Hoda (2008–2019), followed by Today with Hoda & Jenna (2019–2025). After a short-lived experimental phase as Today with Jenna & Friends, the slot transitioned to Today with Jenna & Sheinelle on January 12, 2026, featuring Jenna Bush Hager and Sheinelle Jones.
| Program | Launch/Debut | Primary Focus | Current Status |
|---|---|---|---|
| Early Today | 1982 / 1999 | Early morning general news | Active |
| Weekend Today | 1987 (Sun) / 1992 (Sat) | News and human interest | Active |
| Today 3rd Hour | 2018 (Current format) | Panel discussions | Active |
| Today with Jenna & Sheinelle | 2026 | Lifestyle and entertainment | Active |
| Today All Day | 2020 | FAST streaming content | Active |
Frequently Asked Questions
When did Today start airing on weekends?
The Sunday edition premiered on September 20, 1987, and the Saturday edition followed on August 1, 1992, completing the seven-day-a-week schedule.
What is Today All Day?
Launched in 2020, Today All Day is a free ad-supported streaming television (FAST) channel that provides lifestyle segments and original content via Peacock and the Today website.
How does Early Today differ from the main Today show?
Early Today serves as a lead-in to the main program, airing much earlier (3:00 a.m. ET) to provide news updates before the primary broadcast begins.
Who currently hosts the fourth hour of Today?
As of January 12, 2026, the fourth hour is hosted by Jenna Bush Hager and Sheinelle Jones under the title Today with Jenna & Sheinelle.
What happened to Today's Take?
Today's Take was the third-hour segment that aired until September 22, 2017, when it was replaced by Megyn Kelly Today, and eventually evolved into the current Today 3rd Hour format.