Many NBC affiliates "will face a scheduling challenge with a fourth hour of Today," the latest issue of B&C says. "Gannett, for example, airs local community shows at 10 a.m. in 10 markets."

So in some markets, the fourth hour will air in the afternoon, in place of Passions.

"I've been telling them that they need to produce it as a stand-alone hour that happens to have a great brand,” Roger Ogden, president of Gannett Broadcasting, says.

Also interesting: "Many affiliates want NBC to rededicate Today's first two hours to its hard-news roots."

Lisa Churchville, GM of WJAR, says: "I hope this will mean more serious content from 7 to 8. Hopefully, they'll appeal more to people preparing for the workday. Right now, it's very light, even a little giggly."