​NBC moved to protect its iconic Today show brand Tuesday on the heels of the abrupt ouster of GM Jamie Horowitz after less than three months on the job.

NBC News President Deborah Turness sent a brief note to staffers on Monday saying that she and Horowitz “have come to the conclusion that this is not the right fit.”

Horowitz had just arrived at the venerable morning show in September from Disney-owned ESPN, where he was the network’s top programmer. Turness and NBC had tasked him with shepherding the Today brand back to the top of the AM hill where it had reigned supreme for so long.

But reports from various news outlets have indicated Horowitz proved to be “divisive” and “destabilizing"—two words which NBC News brass definitely did not want associated with their marquis morning brand after years of gossipy headlines and sliding ratings.

In a sign that NBC wants to quickly put the short Horowitz episode behind them, Turness said Monday that she would continue working closely with executive producer Don Nash and Today.com GM Jen Brown as she seeks a new helmer for the franchise.

“My focus—as always—is to support this special brand and its amazing and dedicated staff, and to position it for continued success,” Turness told the staff on Monday.

Read More: Variety

Brief Take: The Today brand is one of the most iconic in morning television, and is still quite lucrative for NBC. But network brass need some good news quickly or risk some of the shine wearing off that brand for good.

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