Ann Curry's Firing and the 'Today Show' Ratings Slump Related to Replacement of Executive Producer Jim Bell?

Nearly six months after giving Ann Curry the boot, TODAY continues to shakeup.

The New York Times is reporting that Executive Producer Jim Bell will be replaced by Alexandra Wallace, senior vice president of NBC News.

The move comes after TODAY has been consistently beaten in the ratings by ABC's Good Morning America following a 16-year winning streak.

Bell has been producing the show since 2005 and reportedly "led the campaign for Curry's removal from the show earlier this year and received much of the blame for the damage done by the transition," according to the Times.

"It was definitely not Matt's call," Bell said in September. "He is the host and does not have management responsibility. It was not his call. That was my call."

In September, Bell told the Hollywood Reporter that he thinks the transition between Curry and replacement Savannah Guthrie was "unfortunate."

"Obviously the transition didn't go quite as we had hoped," Bell said. "And Matt, I need to say for the record, really should not bear any of the blame for that. I'm the executive producer of the show. He's not. He's the public face of the show, so he's taken some of this. But it has been wrong. And that fact should be corrected."

After NBC fired Curry, GMA viewership skyrocketed and kept beating "Today" in TV ratings.

"Today is going to be my last morning as a regular co-host of TODAY," Curry said. "I will still be a part of the TODAY show family, but I'm going to have a new title and a new role."

Curry was rehired by NBC as a News National and International Correspondent/Anchor and "Today" Anchor at Large. Curry reports for all platforms of NBC News including "Today," "NBC Nightly News with Brian Williams," "Rock Center with Brian Williams," "Dateline," MSNBC, and all digital properties. Curry also serves as anchor for multiple NBC News primetime specials, regularly substitute anchors for "NBC Nightly News with Brian Williams" and reports for "Rock Center with Brian Williams."

"GMA" has been without its co-anchor Robin Roberts who is on medical leave for treatment of M.D.S., a rare blood and bone marrow disorder. During Roberts' absence, ABC News' Diane Sawyer, Katie Couric , Barbara Walters and Elizabeth Vargas and Oprah Winfrey, Kelly Ripa, Chris Rock, Rob Lowe and the cast of ABC's "Modern Family will help lead the GMA ship. Wife of GOP presidential nominee Ann Romney will co-host this week.