Ep 10. Morning Show Wars

In the season 2 finale of Dark Side of the '90s, titled "Morning Show Wars," the focus is on the highly competitive world of morning television during the 1990s. The episode dives into the cutthroat battles for ratings, scandals and controversies, and the rise of iconic morning show personalities.

The episode begins with a look at the early days of morning television, where programming was often focused on cooking and household tips. However, as network competition grew in the '90s, morning shows became more focused on news and interviews. The episode explores the various approaches taken by different networks, from the more serious news-driven approach of ABC's "Good Morning America" to the upbeat and lighthearted "Today Show" on NBC.

But with the pressure to boost ratings, networks were willing to go to extreme lengths to stand out. The episode highlights some of the most notorious and controversial moments from morning TV in the '90s, from Bryant Gumbel's on-air tirade against his own network to Kathie Lee Gifford's sweatshop scandal. The episode also explores the rise of tabloid-style journalism on shows like "Hard Copy" and "Inside Edition," which often relied on sensationalism and scandal to drive ratings.

One of the episode's main focuses is on the intense feud between NBC's "Today Show" and ABC's "Good Morning America." As the two shows battled it out for the top spot in the ratings, tensions ran high behind the scenes. The episode delves into the rivalries and controversies that marked this era of morning television, from rumors of affairs and backstabbing to bitter public jabs between hosts.

Throughout the episode, viewers will also gain insight into some of the most iconic figures of '90s morning television. From Katie Couric and Matt Lauer on "Today" to Joan Lunden and Charlie Gibson on "GMA," the episode highlights the careers and personal scandals of these larger-than-life personalities.

The episode concludes with a look at how morning television has evolved in the years since the '90s. While ratings are still important, the rise of social media and streaming has led to new challenges and opportunities for morning shows. But as "Morning Show Wars" reminds us, the cutthroat world of morning TV in the '90s set the stage for the highly competitive landscape we see today.