• Associated Press via SFGate.com , Tuesday, February 6, 2007 11:31 AM

If Jeff Zucker presided over NBC's plunge from first to fourth place in prime-time ratings, why is he poised to become chief of the whole NBC Universal ball of wax? Well, the same "Today" show that fueled his rise may have saved his tail, while other NBC Universal properties under Zucker's control have been gaining viewers.

Zucker is expected to be appointed chief executive of NBC Universal by Jeffrey Immelt, chairman of corporate parent General Electric Co., at some point this week. In 1991, at just 26, he became "Today's" executive producer and the show soon became NBC's most profitable program. Rocky times followed his appointment as head of entertainment for the network, as venerable sitcoms like "Friends" departed, taking with them plenty of ad money.

And then, two years ago, even "Today" was slipping behind ABC's "Good Morning America." But Zucker's selection of Jim Bell as executive producer enabled it to bounce back, and the transition from Katie Couric to Meredith Vieira has so far gone off without problems. "Today" even added a profitable third hour in 2000 and will start a fourth this fall.

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