NBC is facing an internal dilemma over whether to turn the kidnapping of Savannah Guthrie's elderly mother into what insiders believe could be the network's highest-rated Dateline episode, the Daily Mail can reveal.
Multiple sources told the Daily Mail that network executives are 'uncomfortable' with discussions about covering the disappearance of Nancy Guthrie, 84, due to the optics of NBC taking advantage of one of their stars' tragic ordeal.
'Let's be honest -- Dateline wants a hit, and everyone knows this could be the highest-rated episode they've ever had,' one insider said.
'There's no pretending otherwise. This story would pull massive numbers.'
Writing in his Substack, Rob Shuter explained that the broadcasting giant doesn't want to be seen to be 'profiting off' Savannah's pain.
Today show co-host Savannah, 54, has been absent from the air since her mother was snatched from her bed over a week ago.
Savannah was flanked by former fighter pilot brother Camron, 61, and poet sister Annie, 56, during an emotional video plea to her mother's captors.
Network bosses have privately acknowledged that the mystery surrounding Nancy's disappearance, and the bungling police probe into her kidnapping, could make for 'historic television,' according to sources.
'That's what makes it so uncomfortable,' a senior source explained. 'The ratings upside is undeniable.'
'Savannah Guthrie isn't just talent -- she's effectively the boss at NBC. No one wants to upset her. No one.'
'Every conversation circles back to the same thing,' another insider added. 'What does Savannah want?'
The conversations have been ongoing since the investigation into Nancy's disappearance ramped up, with the FBI now involved.
But top bosses are battling with the idea that more coverage might help cops and Savannah's family to 'find answers'.
'People are walking on eggshells,' a production insider told the Daily Mail. 'Careers could be made or broken based on how this is handled.'
'There's a feeling that if Savannah even hints she's okay with it, the green light comes fast,' one source reveals.
'But if she's not comfortable, it's dead -- no matter how big the ratings could be,' another insider said.
Nancy was last seen by her daughter Annie Guthrie and her son-in-law Tommaso Cioni, Annie's husband, on Saturday night.
An aerial view shows media stationed outside the home of Nancy's home in Tucson, Arizona, as authorities continue to investigate.
'This is the rare story where journalistic muscle, human tragedy, and massive ratings all collide. That's dangerous territory.'
'Everyone knows this could be historic television,' a final source said. 'But no one wants to be the executive who betrays Savannah's trust.'
Shuter also claimed that there have been discussions surrounding how an episode would look - with a ban on flashy promos, dramatic music and sensational teases.
NBC did not immediately respond to a request for comment by the Daily Mail, but they have publicly backed Savannah as she steps away from her duties to focus on her family, reflecting the widespread solidarity shown by her peers during the crisis.
Savannah's colleagues were among the first to lead an outpouring of support, as police in Tucson, Arizona, doggedly search for proof that her mother is still alive.
But just weeks ago, NBC insiders had been singing a very different tune, as ratings rose without Savannah on screen as she recovered from vocal surgery.
Her colleagues at the time said that Savannah was 'trying to laugh off' the ratings rise, but was really 'in full panic mode'.
Now, however, any private griping at her expense has been put aside, with all Today staff uniting behind her since the news of Nancy's kidnapping broke.
Investigators believe that Nancy could still be alive and are treating the case as an abduction, with the family seemingly agreeing to pay a multi-million Bitcoin ransom by a deadline of 5pm on Monday.
Fox News have reported that the ransom could be as much as $6 million, but investigators have not confirmed that figure.
A series of alleged ransom notes were sent to the Guthrie family via multiple media outlets.
Savannah has used her Instagram account (with its 1.6 million followers) to post a series of videos directly addressing her mother's captors.
On Wednesday, she pleaded for proof of life. On Saturday, she shared an update, simply saying: 'We received your message and we understand.'
'We beg you now to return our mother to us so that we can celebrate with her. We will pay... this is very valuable to us.'
Investigators are still working to determine the veracity of the ransom notes, but they are being treated as real in the meantime.
Nancy was reported missing by family last Sunday at noon after she had failed to attend church.
Police found blood, now confirmed to be hers, spattered on her front porch; her daily essentials - phone, wallet and medications - all still inside.
She was last seen by her daughter Annie Guthrie and her son-in-law Tommaso Cioni, Annie's husband.
On Saturday night, Nancy had dinner at their nearby home and was driven back by family shortly before 10pm.
At 2.28am on Sunday, her pacemaker disconnected from her phone.
Ever since, there seems to have been very little in the way of substantial search developments.
Cops even initially turned the crime scene back to family, before returning hours later to put police tape back up.
Originally cops had said her son-in-law Tommaso, 50, had driven her home, but are now just saying it was a family member.
No suspect has been identified, Pima County Sheriff Chris Nanos reiterated at a press conference, while police insist there is no danger to the wider public.
Investigators have not ruled out that Nancy may have been targeted precisely because she is the mother of the famous Today show host.