The Biz: Inside Ann Curry's Today Exit — What Went Wrong

[Scarlett]

Never been a big fan of morning talk shows, but I have been paying close attention to the Ann Curry and TODAY SHOW drama over at NBC. Ann announced that she's leaving the co-anchor spot (after only 13 months). It seems as though NBC is willing to use Ann as the scapegoat for ABC's GOOD MORNING AMERICA success in the ratings (GMA is currently beating TODAY after a very long losing streak). I saw a video of Ann announcing her final day (she was very emotional), and talking about her new position with NBC (as a correspondent for NBC News). The new co-anchor for TODAY is rumored to be Savannah Guthrie and NBC wants her on the show before Olympic coverage this summer. I thought that TVGuide posted a great article about Ann's tenure and am posting it here.

http://www.tvguide.com/News/Ann-Curr...t-1049303.aspx

Ann Curry learned that you're a member of the Today family until the ratings say you're not.

Curry spent her final morning as co-anchor with Matt Lauer on Thursday, giving a tearful goodbye before heading to a new role as the program's anchor-at-large and NBC News national and international correspondent (which came with a new long-term contract). Savannah Guthrie, NBC News legal correspondent and co-anchor of the third hour of Today for the last year, will be named as Lauer's new partner on Friday, according to sources familiar with the plan.

Curry, who joined Today in 1997 as a newsreader, was part of the on-air team during its most dominant years. But after 13 months, she is only the third anchor in the program's 60-year history whose tenure lasted less than two years (the others are John Chancellor and Deborah Norville). How did this transition go wrong?

When Curry was passed over for the co-anchor job in favor of Meredith Vieira in 2006, she wasn't happy. But she put her head down and never complained publicly. She remained as the news anchor and doubled down on her reporting of humanitarian crises around the globe, coverage she often initiated herself. She risked her safety for ratings sweep stunts, like flying to the South Pole. Curry's longevity and commitment to Today enabled her to develop a deep connection with the program's viewers, and she consistently scored high in audience research studies. "Ann is the ultimate team player and she always has been," says one former NBC News executive.

Once it became apparent that Vieira wanted to leave the show, NBC News executives believed Curry should have her shot at the anchor chair — even though there was a sense that her on-air relationship with Lauer was not as strong as her predecessors. Lauer and Katie Couric had a unique, playful rapport that made Today wildly popular during their nine-year tenure. Vieira, a serious journalist who showed she could cut loose on The View, was also comfortable sparring with Lauer. Curry was never seen as having the same kind of easy-going dynamic with him; being glib or breezy has never been her style. She is earnest, empathetic and compassionate — all desirable traits for the kind of reporting and storytelling that have distinguished her career. "Her emotional connection to people in taped pieces is great because you can edit it," the former executive notes.

But any initial doubts about how well Curry clicked with Lauer were outweighed by fears that passing her over again would generate the same reaction as the debacle that took place in 1989 when the program replaced a still-beloved Jane Pauley with Deborah Norville. Today went into a devastating ratings dive, losing its lead to ABC's Good Morning America. It took six years to get it back. The wrath of the loyal morning viewer can run deep, and the institutional memory of those who work on Today runs long. "We didn't want another Norville," says one top executive who supported the decision to give the job to Curry. There was also no attractive alternative inside or outside the network. Says one former NBC insider: "The thinking was, 'If not Ann, who?"

The concerns about the on-screen comfort level between Curry and Lauer heightened as Good Morning America caught Today in the ratings in April for the first time in 16 years. A large part of those GMA gains can be credited to the boost it gets from Dancing With the Stars. But NBC was unwilling to accept a ratings decline on its most profitable program and the dip happened on Curry's watch. Ideally, executives wanted to wait until the viewers were more familiar with Guthrie before putting her in the chair. But with Today front and center during NBC's coverage of the Summer Olympics in London, they will get to know her in a hurry.

Now NBC execs will sit tight as they wait to find out if there will be a viewer backlash over Curry's very public demotion. Curry had few supporters among snarky New York-based journalists and bloggers, but viewers in what network execs call "the flyover states" appreciated her efforts. "She comes across to me as a super sincere person who cares about every issue that's she covering," says Stephen Crowley, an Iraq war veteran in Phoenix who launched an online petition to keep Curry on Today. Over several days he gathered more than 22,000 supporters.

Today will not be the only program experiencing turbulence in the near future. Good Morning America co-anchor Robin Roberts will be off the show for several months this fall when she undergoes a bone marrow transplant. While likable newsreader Josh Elliott has given new energy to GMA, Roberts has been the constant on the show over the years, and her popularity and profile has risen with the program's recent ratings surge. And when things are working well on a morning program — which depends on consistency — change is never welcome.

[SnarkyOracle!]

She's an authoritative newsreader (and is aging well) but there's something unlikeable about her that comes across on screen, something not-quite-right.

I recall vividly when, during Obama's inauguration, she we went around touching the faces of the crowd, as if to bless them in their glee, as if they were children. And then there was her interview with Linda Evans last year when Evans' cookbook/memoir came out, and Curry kept asking Evans if she was going to pull her hair (as in a DYNASTY cat fight) to the point the producers went to repeat of the clip video they'd already run (of various DYNASTY scenes) to get the camera off Curry to mimimize embarrasment to her or the TODAY show.

There are so many odd moments like this with her.

There's just something wrong with Ann Curry. And they can blame Matt Lauer all they want.

[Tessie]

I recall vividly when, during Obama's inauguration, she we went around touching the faces of the crowd, as if to bless them in their glee, as if they were children. And then there was her interview with Linda Evans last year when Evans' cookbook/memoir came out, and Curry kept asking Evans if she was going to pull her hair (as in a DYNASTY cat fight) to the point the producers went to repeat of the clip video they'd already run (of various DYNASTY scenes) to get the camera off Curry to mimimize embarrasment to her or the TODAY show.

Yes, it's just uncomfortable to watch her, regardless of who she's interviewing or what the subject is.

The Today Show and GMA are both terrible, though, so I'm not sure it matters who anchors what.

[eaejr]

She's an authoritative newsreader (and is aging well) but there's something unlikeable about her that comes across on screen, something not-quite-right.

There's just something wrong with Ann Curry. And they can blame Matt Lauer all they want.

Yes, it's just uncomfortable to watch her,............

The Today Show and GMA are both terrible, though, so I'm not sure it matters who anchors what.

What was "uncomfortable" and sad was Ann Curry breaking down in announcing her departure from the show as a host. I thought the network (NBC) did a poor job in handling her departure as far as the rumors and leaks and having Curry continue on for a week amidst them. I'm not convinced Ann Curry was the problem regarding the ratings decline. Maybe it is the show altogether and/or better competition (more morning entertainment options).

While I am a fan of Ann Curry,I think she was ill suited for that position. I think she is a far better fit for what she will now be doing....serving as NBC's chief national/international correspondent. She does well with international and humanitarian assignments.

I've heard complaints that she comes across as "cold" and "haunting". To me,she came across as compassionate.

And yes,Ann Curry is aging well. I think she looks good for 56(?). And she has nice legs.

[Scarlett]

Supposedly Matt Lauer wanted Curry out (didn't think they had chemistry) and when he renewed his contract, Curry was dunzo.

[eaejr]

http://tv.msn.com/tv/article.aspx?news=740370

Inside Ann Curry's departure from the Today show.

[CarlD]

Audiences were SO used to her as the news woman since 2007, hard to accept her in another role, especially trying to replace fan favorite Meredith Viera.

Rarely have the chance to watch either Today or GMA, but watch Today when given the chance. Have been outside their studio at 30 Rock many times, never when on the air though.

[SnarkyOracle!]

Stupid, neurotic woman.

[Scarlett]

Stupid, neurotic woman.

What exactly makes Ann 'stupid'? She seems highly educated and well spoken to me.

[Darius]

I like Ann Curry. She never came off as creepy to me. And while I can tolerate Lauer, he seems to me to have a bitchy side and more than a little creepiness. Then again, maybe it's just his aweful hair cut. But as for Ann, I'll miss her.

[SnarkyOracle!]

What exactly makes Ann 'stupid'? She seems highly educated and well spoken to me.

Perhaps I should have said, "stupidly neurotic woman."

I hate her.