An informal survey of three dozen viewers who have left or are considering leaving "Today" turned up various explanations, including a feeling that the show had leaned too far in the direction of lighter, pop culture fare. The Curry dismissal was clearly a tipping point, however.
William Runge, a manager at an educational cable network who lives in suburban Winston-Salem, N.C., likened the treatment of Curry to "a public flogging."
"The PR machine at NBC spent an enormous amount of time and effort convincing me that the 'Today' show team was actually part of my family, 'America's First Family," said Runge, 46, citing the show's advertising slogan. "Guess what? They were right. These did feel like family members. So this is how you are going to treat a member of your family?
"You can debate for hours whether Ms. Curry was right for the role," he said. "That's not the point. She was doing her job and was barely 11 months into it when they canned her in the most humiliating way possible."
The move was "heart-wrenching," said Isabelle Langelier, a 40-year-old manager at a drug company from Montreal. "It made me feel sick for her. And it made me turn the channel, probably permanently."
"While I thought Ann Curry's interviews were a little hokey at times, she is clearly the most genuine person in TV news," said Sarah Rosenthal, 53, a graduate student and mother of three from West Chester, Pa. "After her unceremonious dumping, I turned it off. I have nothing against Savannah, and adore Natalie Morales, but there is just a different tone to the show."
Even worse for NBC, a significant number of viewers appear to blame co-host Matt Lauer for the move. The network has consistently denied tabloid reports that Lauer was unhappy with Curry. "Today" Executive Producer Jim Bell said late last month that Lauer was being treated unfairly. Firing Curry was Bell's decision, he said.