In August 2019, it was announced that at the start of 2020, the "E! News" newscast would move to New York, along with the launch of a companion program, "Pop of the Morning". It would become a morning program airing live at 7 a.m. Eastern, though at the peril of being too early for West Coast audiences at 4 a.m. Pacific. The new iteration of "E! News" would originate from Studio 6E at 30 Rockefeller Plaza. The move was done to allow the network to become a stop on the common New York morning show circuit, and to allow for more vertical integration promotion for NBCUniversal programming and attractions in an hour where NBC's "Today" is usually exclusively devoted to hard news.