"It's a growing trend. Viewers are our customers, but so are advertisers. And advertisers want different ways to reach our viewers."

"I've said this forever - I've always believed the Today show is more than the sum of its parts."

"More traffic means more advertising dollars."

"People are looking for original content in many different places, as are advertisers. This takes us into a whole new ballgame."

"It is a significant acknowledgment that the way people are watching television is changing and the model is quickly changing."