The show moved from the ABC News headquarters in Manhattan's Lincoln Square district to its present home at the Times Square Studios on September 13, 1999. The new location made it possible for the program to feature a live audience inside the studio, similar to the "Window on the World" set used by "Today". Under Ross, "Good Morning America" became a competitive 24/7 news operation with more exclusive bookings, news and live stock market updates for West Coast viewers and new on-screen graphics that included a news ticker. "Good Morning America" began originating entire shows from unique locations, which, according to Nielsen Media Research, resulted in more people watching the program and for longer periods of time. "GMA" became the first to originate a live show from an aircraft carrier during wartime (the USS Enterprise), from the White House (after the Columbine High School massacre), from The Pentagon (for the reopening of the wing damaged during the September 11 attacks in 2001), from The Vatican (for the 25th anniversary of Pope John Paul II's election as Pope), and from the Tower of London (on the 50th anniversary of Elizabeth IIʼs accession to the throne). Viewership during this time increased by nearly 1 million households, and revenue soared.