As NBC News prepares a shift in the executive ranks at “Today,” Broadcasting & Cable‘s Michael Malone talks to the NBC affiliates (subscription required) about the program, which has been dethroned by ABC’s “Good Morning America” this year.

“My news director would prefer it to be more heavy news than fluffier—he and I have had that conversation,” says Derek Rogers, general manager at WMGT Macon (Ga.), who adds that he has not seen a difference.

Most feel it’s a personnel issue — that Ann Curry’s Today promotion, and subsequent departure, was mishandled; that Matt Lauer was dinged up in the imbroglio; and that Savannah Guthrie hasn’t yet won her way into America’s bedrooms and family rooms. “I believe they simply went through transition/growing pains after Meredith’s departure that exposed weaknesses in their legacy dominance,” says Evan Pappas, president/ general manager at KOAA Colorado Springs, who expresses “great confidence” in the Today brain trust getting things moving.