Jeff Zucker says 'Today' has become "demonstrably better" since Jim Bell and Phil Griffin took over. "And I think the audience has clearly noticed," he added, referring to the recent widening-of-the-gap. "We want to make the show sparkle, and hopefully we've done a little of that," Griffin tells the Los Angeles Times. "It's about creativity, finding the right edge to the story."

GMA EP Ben Sherwood has noticed. "They've taken it up a level," he said. "They're very aggressively going after stories. They've opened the show up so the anchors can be more themselves."