NBCUniversal's Today.com is letting viewers watch segments of the morning show via its new video-centric iPad application.

The application lets viewers watch their favorite segments, interact with video transcripts, flip through related slideshows and read the top stories. The application is available for free download in Apple?s App Store.

?Today.com has largely been a recap of what happens on the show,? said Jen Brown, director of Today.com, New York. ?Today.com will empower viewers to easily access all the video from the broadcast and then continue to find new stories they love and news they need throughout the day.

?The conversation doesn't stop at 11 a.m. ? it continues 24 hours a day online,? she said. ?We've unveiled a brand new destination for America's No. 1 morning show.

?The new Today.com is dynamically optimized for iPad, iPhone and desktop browsers, so consumers can enjoy Today anytime, on any platform.?

Today.com is a morning program that provides viewers with news, advice and lifestyle information.

User interaction
Users can keep up with their favorite TV personalities including,  Matt Lauer, Meredith Vieira, Ann Curray, Al Roker, Natalie Morales, Kathie Lee Gifford and Hoda Kotb.

Additionally, users can share their favorite content with friends and family via email, Facebook and Twitter.

Users can also watch video clips from different segment categories such as entertainment, food or health.

?We want to reach our audience where they are consuming news,? Ms. Brown said. ?The iPad app allows busy people who want to stay connected enjoy Today when and where they can squeeze in the time.?

Users can watch the latest videos

Users can browse the latest stories

Getting the word out
Users can visit Today.com and the company?s Facebook page straight from the application.

Today is getting the word out about the application by continually broadcasting it to its TV audience and letting them know that the app is available.

?We know our audience is always on the go and using devices to stay connected throughout the day, so mobile is key to serving our users,? Ms. Brown said. ?Coming up, we have a new mobile browser experience that aligns with the desktop design will go live this week. 

?After that, we're looking at a new app that should roll out in the next few months,? she said.

Final Take