"Good Morning America" is adding another hour this summer, but not in the mornings. "Good Afternoon America" will debut July 9 and run for nine weeks.
The show, scheduled at 2 p.m., will use the same studio as "GMA" in Times Square and will be hosted by "GMA's" Josh Elliott and Lara Spencer, with "GMA" big-wigs Sam Champion, Robin Roberts and George Stephanopoulos making special appearances.
Rather than the harder news of the wee morning hours, the afternoon edition of the show will focus on celebrities, pop culture, lifestyle and health reports.
ABC is no doubt hoping to replicate the success of "Today's" fourth hour, an extension of its morning show hosted by Kathie Lee Gifford and Hoda Kotb, which features the hosts chatting up celebs and frequently downing cocktails. The show has been successful enough to remain part of the NBC lineup since 2007.
"Good Morning America" recently beat longtime morning champ "Today" twice in the ratings.