With 4th hour, 'Today' plans to loosen up

August 15, 2007 [...] expect some surprises as well, the show's executive producer promises. "Today," one of NBC's bright spots, remains the leader in viewership and profitability after 55 years on the air. After a successful third hour launched in 2000, NBC decided to add a fourth hour, which has received clearance in more than 90% of its affiliates, many of which will air the fourth hour immediately after the first three at 10 a.m.

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