Buttrose signs up for new Ten morning show
Australia’s most celebrated magazine editor Ita Buttrose is to join a new mid morning panel show on Ten.
From left: McLennan, Buttrose and Boland
Buttrose, currently Australian of the year, launched Cleo magazine and edited Australian Women’s Weekly during some of its most succesful years.
The announcement is the first official confirmation that Ten is planning both a new breakfast and mid-morning lineup under director of morning television Adam Boland.
CEO Hamish McLennan said in the announcement: “Like all Australians, I have long admired Ita Buttrose’s remarkable contribution to our country, through her publishing and media career and her vast array of charitable activities.
“Everyone at Ten is extremely pleased – and flattered – that she has agreed to join our network and become an integral part of our new morning show.”
Buttrose said: “I am looking forward to working with Adam Boland and the Ten team to give Australian audiences a morning show with edge, energy and above all, enjoyment.”
Boland said: “Ita is one of the most influential voices of our time. She’s also absolute class. I consider this appointment to be a major coup.”
The show will be up against Seven’s The Morning Show, hosted by Larry Emdur and Kylie Gillies and Nine’s Mornings with Sonia Kruger and David Campbell. Ten’s previous mid-morning effort was The Circle which was axed in part because of poor ratings and partly because advertising sentiment turned against the show over comments made by presenter Yumi Stynes about soldier Ben Roberts-Smith.
Buttrose was interviewed by Mumbrella’s Tim Burrowes last year:
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Interesting choice given the age of the stay at home mums audience at that time of day. Is Ch 10 trying to pitch to a new demographic? Most retirees don’t sit in the house in front of the box watching daytime telly.
User ID not verified.
TEN going for the grey haired audience with the Ita appointment.
Up against the hosts on 7 and 9 i’m not sure what she brings to the table in terms of relevancy and being current.
User ID not verified.
Its called credibility…..
User ID not verified.
I guess they are trying to pitch her as Australia’a Barbara Walters.
User ID not verified.
I CONGRATULATE NETWORK TEN FOR ITS APPOINTMENT OF ITA BUTTROSE TO HEAD ITS NEW LINE UP!! FAR FROM GOING FOR THE “GREY HAIRED AUDIENCE” AS SOME HAVE SAID.
ITA BRINGS WITH HER EXPERIENCE & CLASS AND SHE REFLECTS A LARGE PART OF THE AUSTRALIAN SENTIMENT WHEN IT COMES TO LOCAL AND WORLD ISSUES!!
SHE HAS PROVEN HERSELF TIME AND TIME AGAIN, TO POSSESS THE SKILLS TO REMAIN CURRENT, WHILST NEVER LOSING HER STYLE AND CLASS, A FACT WHICH MANY OTHER PRESENTERS CANNOT SAY!!
WE NEED TO REMEMBER OUR “AUSTRALIAN CHARACTER” BEING THAT OF PROUD, HARD WORKERS WHO ALWAYS GIVE THEIR BEST AND ARE CAPABALE OF BEING THE BEST IN THE WORLD.. WHO SAYS THIS MORE THAN OUR CURRENT AUSTRALIAN OF THE YEAR, ITA!!!
AS FOR RELEVANCY… AMERICAS LADY OF PRESS “BARBARA WALTERS” IS FOR THE RECORD 83 YEARS OLD!! ITA IS A SPRING CHICKEN!!
User ID not verified.
“The Good Manners Hour with Ita”. How lovely. Should go down nicely in the Eastern Suburbs.
User ID not verified.
No need to shout James…
User ID not verified.
Thanks LW, I wasnt actually shouting! I simply had cap lock on! sorry about that!
User ID not verified.