On March 31, 2008, NBC announced that Gifford was to join its morning show, "Today", as co-host of the fourth hour, alongside Hoda Kotb. This marked her return to morning television; in many markets, she now airs directly after her old show, now called "Live! with Kelly and Michael". Because the fourth hour of "Today" airs live at 10:00am ET, and "Live! with Kelly and Michael" airs live at 9:00am ET, Gifford's hour does not compete directly with her former show in most markets. Kotb and Gifford replaced Ann Curry and Natalie Morales. 