Long-time Today entertainment correspondent Sam Rubin has died at 64 years old.

Rubin died at his home in Los Angeles on Friday (local time) from a heart attack.

Today host Karl Stefanovic shared a tribute to Rubin on his Instagram this morning, saying he “adored every second with Sam on air and off over the past two decades”.

“His spirit. His laugh. His warm caring nature. He was a beautiful man.

“What a loss. All love to his family, and to his TV family at KTLA5 News.”

Rubin had hosted his regular KTLA Hollywood news segment from 7am to 9am that morning.

The reporter worked for LA TV station KTLA as their entertainment reporter, and also worked with Today and Today Extra.

Today Extra host David Campbell also paid tribute to Rubin.

“Sam Rubin was a Hollywood great. He had an encyclopaedic knowledge of the industry,” Campbell wrote today.

“For years we would cross to him and gossip and laugh,” he said.

“He would visit us Down Under, and whenever you were in LA you had to catch up. His loss is profound. My love and condolences to his family whom he adored.

“Also his KTLA team who have lost a brother. We will cross back to you some other time Sam.”

The TV station confirmed Rubins’ passing in a statement this morning. 

“KTLA 5 is profoundly saddened to report the death of Sam Rubin,” the TV station said.

“Sam was a giant in the local news industry and the entertainment world, and a fixture of Los Angeles morning television for decades.

“His laugh, charm and caring personality touched all who knew him. Sam was a loving husband and father: the roles he cherished the most.

“Our thoughts are with Sam’s family during this difficult time.”

Today entertainment reporter and close friend of Rubin, Richard Wilkins said his colleague would be missed.

“The entertainment world has really lost one of its greatest colleagues and dear friends today,” Wilkins said on Weekend Today.

“For the last 20-odd years he’s been a member of our family, mainly through the Today show and Today Extra…but whenever the big stories broke, Sam was our go-to guy.

“And those beautiful people that he works with, they will be absolutely gutted today, obviously he brought this immense knowledge of the entertainment industry, but he brought this immense warmth as well.” 

Nine’s Director of Morning Television Steven Burling also paid tribute to the former colleague.

“Sam was an extraordinary figure in Hollywood, he was a fixture not only on red carpets and awards ceremonies but a daily presence for more than three decades on KTLA in Los Angeles,” he said.

“His professionalism, his vast knowledge, and his contacts are what first attracted us to getting Sam on to talk entertainment out of Los Angeles.

“What kept him as part of our wider team (for these decades) was his warmth, good humour and passion.

“He loved what he did and he loved those he worked with.

“I’m thinking particularly of his wife and kids, his KTLA family and Dickie (Richard Wilkins).

Rubin worked at KTLA from 1991 up until the time of his passing.

He was the recipient of a Golden Mic award from the Southern California Broadcasters Association, honouring his lifetime achievement in media.

He was also a winner of the Best Entertainment Reporter award from the Los Angeles Press Club.