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NBC Universal Planning Daytime Talker For Post-"Today" Slot

NBC Universal is planning to launch a daytime talk show as early as year's end. As currently envisioned, it would immediately follow the two-hour "Today," essentially adding a third hour to NBC's powerful morning block. According to the network, what will differentiate the new program from others tried before is a local component. Jay Ireland, NBC station group president, says local programming is crucial. "When you air a locally oriented program, you compete only with TV stations in your market. If you use syndicated programming which isn't local, you are no longer differentiated, and you are suddenly competing with the 100-plus channels your viewers receive through cable or satellite." NBC is modeling its talker on successful local morning shows in several markets, including WCAU/Philadelphia's "10!" and WTVJ/Miami-Ford Lauderdale's "South Florida Today." They appeal chiefly to women, with heavy emphasis on food, cooking, and fashion. Slightly complicating things is that NBC faces 10 a.m. impediments at a number of network-owned stations, most notably New York ("The Ellen DeGeneres Show") and Chicago ("Martha"). A one-host test of the still untitled show was filmed last year at Universal Studios in Orlando. NBC says the program, when it is rolled out, will very likely feature co-hosts.

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