Channel Nine launches ‘live and local’ breakfast news in Perth

Today logoChannel Nine has launched live local breakfast news bulletins in Perth as the network ramps up its efforts to win viewers in Seven’s traditional heartland.

The network aired its first morning news bulletins from Perth at 7am and 8.30am this morning as part of the Today show, followed by a half hour news update at 11.30am.

Nine News anchor Tim McMillan presents the weekday Perth news bulletins with co-host Sally Ayhan providing weather, traffic and petrol price updates.

Extra reporters, producers, editors, camera operators and production staff have been recruited for the new bulletins and it marks the Nine network’s first major investment in the Perth station since its acquisition of the station from WIN television last year and appointment of former Ten programmer David Mott as managing director.

The network is targeting an increased market share in the city which is traditionally dominated by Seven. News is increasingly seen as a key battleground for the networks providing relatively cheap and engaging localised content.

Although Nine claims the bulletins are the first to be delivered live from Perth, former Wake Up EP Adam Boland said a key point of difference for Ten’s breakfast program was the cross to local news bulletins from the individual states.

Perth has traditionally been a heartland for Channel Seven, and if Nine is able to raise its performance in the market to that of the east coast, it could make a difference to whether Nine is first or second across the country.

However in breakfast TV Seven’s Sunrise wins around twice the audience of Today, according to last week’s OzTam ratings. Seven also had a weekly audience share of 27.2 per cent on its main channel in Perth last week, while Nine was well behind with 17.7 per cent Sunday to Saturday.

Channel Seven said it crosses to Perth live when there is breaking news from the state, but will continue with its national formula of Sunrise, The Morning Show and then an 11.30am local news bulletin.

“So Perth viewers can rest assured they always get the news as it happens on their favourite breakfast show, Sunrise,” a spokesman for Seven said.

Seven also does local news in Perth and broadcasts a local version of Today Tonight after the primetime network news, the spokesman said. Meanwhile Nine will continue to air its 6pm Perth news bulletin with McMillan and Ayhan.

David Mott

David Mott

However Mott said the morning news bulletin will be a first for the people of Perth.

He said in a statement: “For the first time, the people of Perth will be able to wake up to a live television news bulletin that is focused on keeping them informed on what has happened in their city and state overnight, and what’s on the news radar for the day.

“We are delighted to be leading the way in morning news with the launch of Today Perth News. Perth deserves morning bulletins that are home-grown and up-to-date.

“Tim McMillan and Sally Ayhan are enthusiastic about now being the first to let people know what’s going on in the city early in the morning – as well as doing the news at 6.00pm each week night. It’s a credit to their commitment and professionalism.”

The Perth breakfast lineup:

  • 5am Today Show
  • 7am Today Perth News
  • 7.30am Today Show continues
  • 8.30am Today Perth News
  • 9am Today Show continues
  • 9.30am Mornings
  • 11.30am Nine Perth Morning News

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