Ten to launch Breakfast tomorrow
Kevin Rudd’s sudden resignation as Foreign Minister has led Ten to dramatically announce that it will launch its new show Breakfast tomorrow – four days earlier than planned.
The show made the announcement in a tweet a few minutes ago.
Breakfast is hosted by Paul Henry, Andrew Rochford, Kathryn Robinson and Magdalena Roze.
The show’s EP is Majella Wiemers.
The decision to launch early, while the plan had been for the show to still been in rehearsals, is a different one to that taken during the Queensland flood emergency last year, when 6PM With George Negus did not bring forward the launch date.
Although Wiemers has declined to state a ratings target for Breakfast -which will be in competition with Nine’s Today Show and Seven’s Sunrise – commentators have suggested it needs at least 100,000 metro viewers.
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
are they pre-promoting on air tonight? Otherwise, about 5 people will know this program is on air tomorrow………..
User ID not verified.
I’m a Network TEN employee in Sydney, I’ve seen the rehearsals for this show and it’s not good. Nor is it new, edgy, fresh or anything else Wiemers described. Actually there was so much spin in that interview I’m still dizzy!
This is the same breakfast program format that Ch7 won with using the ‘Kochie & Mel’ attack. It’s the format Ch9 had no choice but to change to after the Liebmann/Grimshaw years. It’s nothing new, it’s nice, attractive people sitting down around a couch having a coffee and a chat – like you’ve just woken up and there are all your friends in your family room, and they just want you to know what’s going on in the world and ‘hey did you read this tweet?’ And ‘aren’t the banks bastards!!!’ It’s the same old show, complete with painfully hot weather girl!!
How can Wiemers say she hasn’t thought about or had a discussion with her bosses about a ratings figure? YOU WORK FOR A COMMERCIAL NETWORK!!!! That’s how you define success and failure!
I’ve heard TEN bosses have given the show a year. Maybe The Project can shift to mornings as well in 2013….
User ID not verified.
I don’t work for any networks but I can smell the failure here. I’m giving until Friday and then expecting that Channel 10 will yank it off air. Hopefully they’ll do it by the end of the first morning.
Why? Because it won’t offer one iota of difference AND because they felt the need to get in an accused NZ racist to host. No one wants a shock jock on their brekky telly do they?
User ID not verified.
ho hum…… boring ….already ….bored senseless… wont see the month out…
User ID not verified.
Wow. Launching on a Thursday. How irreverent.
User ID not verified.
I gave it 15 minutes this morning and was bored out of my brain. BTW, why do we need to import someone?
User ID not verified.
Watched it for a few minutes this morning before the dash out the door, seemed fine. I prefer it over the other options. I hope it’s succesful.
User ID not verified.
Tim should you declare your interest in this ?
User ID not verified.
Hi zzzz,
We do keep a register of gifts and interests – you can find our 2012 roundup here: https://mumbrella.com.au/about/mumbrella-gifts-and-hospitality-2012 .
Cheers,
Tim – Mumbrella
First fail – they stayed on the usual half hour delay in South Australia, which meant while every other station showed Gillard’s press conference live, they were still showing journos loitering outside the PM’s hotel.
User ID not verified.
I really liked it. Very different to other stations and to be honest, it’s EXACTLY what Australian TV needs. Bringing in Henry was well played. Remember guys, it’s only the first day.. Give it time. Will continue to watch!
User ID not verified.
What appalling tripe it is! Somehow managing to be simultaneously infantile and condescending, it was as relevant and edgy as last weeks doughnuts. I sincerely hope that other commenters are right and the show fails within a month but I have a disturbing suspicion that decision-makers are going to plead that the show needs more time to carve it’s own niche. I would love to be wrong….
User ID not verified.
Bring back the ground breaking and high rating TEN breakfast show GMA, Good Morning Australia with Gordon Elliott. I am sure thetapes are in the TEN archives. Just replay them…I am sure nobody will notice…nobody is watching anyway
User ID not verified.
Day one, brought forward, of course it was a bit clunky. It however was a perfectly good alternative to having to watch painfully unfunny Karl and his bromantic banter with Ben Fordham and Botox ridden Lisa Wilkinson rolling her eyes AGAIN….as for Sunrise, their day came and went years ago. Set looked like a garage sale though.
User ID not verified.
Sorry TEN I wanted this to work, you were making the right sounds and I was looking forward to Paul Henry… But, it stinks! Watched it this morning for half an hour… Paul Henry talking about friends being covered in poo and hosed down in India (I love a poo joke but…) and Paul Henry with the probing question to a reporter about to meet K Rudd’s plane “so do they have a conference room at the airport”…. It looks cheap, that’ probably because it is…. Sound the alarm bells, time for another profit warning Lachlan…..
User ID not verified.