Amy Rosenblum has breathed new life into the third hour of Today. That's the theme in Paul Gough's story about the program today.

"As concerns about ABC's Good Morning America diminish, NBC is turning its attention to the third hour of "Today." Even though some ratings have dropped, execs think there's positive news too, particularly since the arrival of senior producer Amy Rosenblum, the former Maury executive producer who was put in charge of the last hour in 2005.

Rosenblum's efforts have paid off in some respects, with NBC research showing an increase in retention of Today viewers and Nielsen showing a ratings increase in the first half-hour." Also notable: "Today II's audience is 10% more than the last half-hour of "Good Morning America," according to Nielsen ratings."

The renewal "is being tied to Rosenblum, who has restructured the show to appeal to women in their 40s and 50s, the typical daytime TV viewers. Segments talk about how to age well, eat better and preserve health. One segment gave dating tips for older women; another talked about the impact of so-called emotional cheating on marriages."