Boston, MA 04/21/2014 (wallstreetpr) – Sirius XM Holdings Inc. (NASDAQ:SIRI) and NBC are to announce a deal today to start simulcasts of NBC’s franchise show “Today” on the satellite radio service.
NBC is seeking to air its morning news show called “Today” on the radio while expanding the scope for viewers to listen to the show on the move. The radio version is expected to begin from June 26 and is clearly aimed at listeners who are on the move.
Earlier Instances
Prior to this, more morning shows have been expanded to the radio. One such brief instance is ABC’s show “Good Morning America” which was aired on XM radio prior to its merger with Sirius. The attempt had nevertheless failed to meet any success then. It was explained by the president and chief content officer of SiriusXM, Scott Greenstein, that the reason for the failure of the show on radio was because the radio version was a cut up and not a mature version of the television show. The present proposal of launching a radio version of “Today” promises to air the show exactly as it is on the TV.
A Step Ahead
NBC News’ President, Deborah Turness, said that the new advancement with SiriusXM would be a big strategic boost for the company. She said that NBC aims to expand the range viewers of the show in every potential way. The morning show lags behind “Good Morning America” in the highly competitive ratings of morning shows. The new move could fetch in as many as 26 million listeners to the show, she said. Some from among the proposed figure may be introduced to “Today” newly as they might not be viewing the TV show already. Additionally, it would benefit the current viewers who are now forced to discontinue an ongoing show they would want to watch because of office hours and work schedules.
