Megyn Kelly’s morning show has been struggling in the ratings ever since it premiered last fall, and NBC executives have finally had enough.

Daily Mail reported that NBC executives are considering taking away Kelly’s coveted 9am time slot and moving her to 10am instead. The ratings for her 9am time slot have been so bad that they have caused ratings for the 10am time slot, which is hosted by Hoda Kotb and Kathie Lee Gifford, to dip as well.

That hour of the show is down 6% in viewers and 19% among adults 25-54. On top of that, the performance of Kelly’s show has allowed its chief rival, ABC’s “Live with Kelly & Ryan,” to more than double its lead over NBC in that hour to 747,000 viewers.

The change would also allow Kotb to film her three hours of Today all in a row instead of taking an hourlong break at 9am.

“It’s the smart move,” said an insider of moving Kelly to 10am. “At the very least that limits the damage already done to Hoda and Kathie Lee — maybe with a strong lead-in from ‘Today’ at 9am, they’ll even pick up some of the viewers they lost since Megyn went on the air.”

The 7-to-9am slot, which is currently anchored by Kotb and Savannah Guthrie, has been doing well in the ratings since Matt Lauer was fired back in November for sexual misconduct allegations. However, Kelly has seen her ratings stay low ever since she joined the network.

NBC head Andrew Lack has been widely panned for choosing to sign Kelly to her $23 million dollar deal.

“Andrew Lack made the mistake with Megyn Kelly [from the beginning] with the decision to hire her to an anachronistic celebrity contract in the mistaken belief that star quality could turn into ratings gold,” said Andrew Tyndall, a television news analyst and consultant.

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