They call it “extending the brand.”

Take a popular name connected to a much-loved product and stretch to its thinnest point.

Remember when Oreos were just a chocolate cookie sandwich with white icing?

And so NBC News execs are staring hard at the “Today Show” franchise and wondering if they could turn it into an all-day streaming presentation.

NBC News Digital staffers were told earlier this week that the company plans to explore streaming opportunities for “Today” and intends to shift some employees assigned to video “to focus on preparing for a streaming experience.”

When it gets this far, it’s happening although nobody at 30 Rock is talking.

But plans are afoot to hire an additional 30 staffers for the digital effort.

And several of the cast members of the program are already showing up on digital programming.

Craig Melvin, for example, hosts “Dad’s Got This,” a digital series that puts a spotlight on everyday fathers.

Jenna Bush Hager leads “Open Book,” a digital series that allows her to discuss her love of reading with authors, celebrities and influencers.

And Al Roker stars in “Cold Cuts,” where he interviews guests while they craft a signature sandwich.

Which is SO Al Roker.

More News from Wednesday, March 11, 2020