How ‘Today’ Shaped American Breakfast
America launched the idea of having a morning magazine programme containing a mix of news, topical reports and entertainment. We take a look back at the original national show, NBC’s Today Show
and how it has become a staple of breakfast television. Also what could ITV’s new Daybreak programme learn from the masters?
On Monday 14th January 1952, a new morning show launched on the American TV Network NBC. ‘Today’ would be a mix of national and international news, topical and social reports, lifestyle and other light features which would create the foundations of breakfast shows to come. The show was created by NBC vice-president Sylvester L. Weaver.
The show aired live at 7am, but due to the time zones across America some would see it on a delay, where it would begin at 7am local time of each zone. This practise continues today, although special live west coast editions appear on big news days.
There was only one presenter who would anchor the show, Dave Garroway being the first. Solo anchoring was the norm until 1966, when
Barbara Walters became a co-host with Hugh Downs. The show evolved throughout the decades, with US broadcasting legend Tom Brokaw becoming anchor in the late 70s. He subsequently went on to become managing editor and anchor of NBC Nightly News.
Today, also referred to as the Today Show, was top in the morning ratings, but when ABC launched Good Morning America, it lost out. In 1995 the show regained its title, and with Matt Lauer and Katie Couric at the helm, the show went from strength to strength.Breakfast television was an important tool for television networks. It was essential viewing for millions before going out the door to work and school. It’s quite astonishing that breakfast television did not reach the UK screens until 1983.
Although NBC Today was the first national breakfast programme, the idea grew from a local TV morning show, which focused more on the entertainment side. American TV is saturated with affiliate stations, with many having their own local breakfast shows.
The Today Show comes live from the home of NBC at Rockefeller Plaza and is hosted by Matt Lauer and Meredith Vieira. These two, along with news anchor Anne Curry and weather man Al Rocker; the four are a formidable force in the morning. The first hour of Today is always the ‘heaviest’ in terms of content, usually leading with a political story, before Anne runs down the rest of the news.
ITV’s new Daybreak service seems to be trying to encompass the style and feel of Today. The show is centred around the two presenters, with lead editors taking up key roles. Daybreak tries the same approach of heavy at the start before coming lighter and then joining Lorraine. Daybreak has an increase of presentation points, something which GMTV did not.
Today Show has several presentation points, with the show always opening at a desk, before shifting to sofas and chairs as the morning goes on. Although Today Show gets lighter throughout the morning it never loses its authority or warm style that keeps viewers tuned in. Daybreak has been criticised for not having enough warmth, from the presenters or the new set. On the other hand some say its predecessor GMTV had too much. Finding a right balance is always going to be hard.
The Today Show has had nearly 60 years to build on its foundations, and is still evolving to this day. It will take time for Daybreak to find what works for viewers in the UK. Although this is 2010 and broadcasters are always under pressure to come out on top in ratings, make it commercially viable and attractive to advertisers. Daybreak, like many other breakfast shows around the world use the same foundations as the Today Show, but it needs to be tailored and specified to the end user.
