Paul Henry: Breakfast is a long way from its best, but it will improve

Ten Breakfast host Paul Henry has predicted the show’s struggling ratings will improve as its inexperienced production team finds its feet. But he has warned that the network will need to invest in marketing to persuade viewers to try the show.

The show is currently well behind Seven’s Sunrise and Nine. Speaking on this week’s Mumbrellacast, Henry said: “Everyone thinks breakfast is the people you see on television. Much more of breakfast is the ice under the water, and it’s new for all of them.

“The whole idea of producing three hours of live television five days a week is very new for them. Everyone is catching up to different levels as the programme is evolving and growing.”

Asked if he found working with an inexperienced team frustrating, he said: “In every way. Where do I begin? You want everybody to be on the same page at the same time. I’ll call for shots and I can imagine there are 20 people in the control room thinking ‘why didn’t that arse tell us what he was going to do?'”

He predicted that the show will improve over the coming months, although ratings might take longer.

He said: “If it is truly going to evolve properly it will take a long time to get to its best. It’s a long, long way from its best now.”

Yesterday Sunrise averaged a metro audience of 374,000, Nine’s Today pulled in 308,000. Breakfast rated 29,000.

Henry said: “I would like the ratings to be much, much better than they are now. There are two goliaths in breakfast that have been around for a long time that are doing a half decent job.

“The reality is I would hope in six months time, or within the next six months, we would be producing a product which anyone with a modicum of intelligence would be able to see is at least as good if not substantially better than the others.

“That still doesn’t mean you’re going to catch them up – it’s going to take a long time for people to find that out. It’s probably going to cost a lot in terms advertising.

“We are not as good as we should be yet we are getting better and we will continue to get better.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.