Ten to axe Breakfast

Ten is set to axe its ailing morning show Breakfast along with Ten Morning News at the end of this month.

Ten breakfast

Ten’s original Breakfast lineup

In a statement it said: “It is proposed that Breakfast and Ten Morning News will cease production on November 30. Breakfast television still represents an opportunity for Ten and we will return to the breakfast TV market at some point next year.”

Breakfast launched in February this year. But it failed to dent the ratings of market leader Sunrise on Seven or its close rival Today on Nine. While Sunrise and Seven generally rate an average of above 300,000 viewers, Breakfast never even came close to 100,000. On Thursday of last week, Sunrise rated 370,000, Today 345,000 and Breakfast just 47,000.

The original lineup consisted of controversial Kiwi Paul Henry, Kathryn Robinson, Andrew Rochford and weather presenter Magdalena Roze. Rochford left the show in June while launch EP Majella Wiemers departed in July.

In August the show was shortened to finish at 8.30am. At the same time ten also axed The Circle.

The decision to drop Breakfast is a reversal of Ten’s position during last month’s 2013 preview when it said that it remained committed to Breakfast.

Media analyst Steve Allen of Fusion Strategy told Mumbrella the cancellation will have little impact on the market.

Allen said: “It doesn’t mean a lot. It wasn’t rating or trending.

“When you put a show to air, everything has to be right from day one. If they put to air at the beginning what they’re putting to air now it may have been different.

“They’ll be asking, ‘how can we get a better revenue in that time slot?’ But they’ll have to find a cheaper way of doing it.”


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