NBC News announced Monday that it will launch a new 24/7 streaming service called “Today All Day,” based on the popular morning news and lifestyle program the “Today” show.

"This is just the beginning of a big and fun new chapter for 'Today,'” Noah Oppenheim, president of NBC News, told staff on Monday. “The feed will continue to grow and evolve in the coming weeks and months."

Programming on the network will feature “Today” anchors and hosts such as Savannah Guthrie, Hoda Kotb, Al Roker, Carson Daly, Craig Melvin, Willie Geist, Jenna Bush Hager, Sheinelle Jones, Dylan Dreyer, Kristen Welker and Peter Alexander.

The network will include four six-hour blocks of “Today”-related content from recent show archives, along with new original programming from “Today” hosts. The network will feature news-you-can-use journalism focused on domestic activities such as cooking and crafting.

“This is very much for us about attracting new audiences,” Chris Berend, the vice-president of digital for NBC News group told Variety magazine. “We believe that the things that make the ‘Today’ brand powerful, which are the emotion, the utility it provides, will be discovered by and attract a brand new audience — and outside the context of traditional television.”

“Today All Day” will be free to access on Today.com. It will also be available on Peacock, NBC’s new streaming platform.

The “Today” show currently competes with CBS’ “This Morning” and ABC’s “Good Morning America.” The “Today” show was the subject of controversy in 2017 when former anchor Matt Lauer was accused of sexual harassment by multiple women.

The “Today” show has been on air since 1952. It has been the top-rated morning program for the past 58 months for viewers between the ages of 25 and 54.