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Time running out on 9AM

Ratings for 9AM with David and Kim have sunk so low that TEN will surely be looking hard at whether to keep the show going.

Since The Morning Show arrived on Seven nearly a year ago it’s been a hard slog for both David & Kim and Kerri-Anne.

On Monday the figures were as follows:
The Morning Show 165,000
Mornings with Kerri-Anne 125,000
9AM with David and Kim 59,000

Seven’s show was up on TEN’s by 180%. Figures for David & Kim normally hover around the 90,000 mark. In recent weeks the show has even been in a steady decline from that “high.” Even with advertorials usually meeting production costs it isn’t necessarily safe from the axe.

TEN will need to ask itself how much longer it can offer a programme that essentially shoots for the same demographic audience and whether it could increase viewership with a cheaper format (Ellen perhaps?).

TEN’s daytime line-up is otherwise strong -last year it won the daytime wars. But there are rumours Nine is eyeing The View, which the W Channel moved to an earlier timeslot of 11am, hot off the satellite. If it comes to fruition it would be an ironic pick-up given The Catch Up was criticised as a poor remake.

21 Responses

  1. Hey….look at it this way guys…when the infomercial guy comes on it gives us a great opportunity to leave the room and go put another load of washing on the line or vaccuun etc. until the more interesting/informative stuff comes back on. As for David, I like that he isn’t sugary sweet for television. He’s calls it as he sees it and I often agree with him. Sometimes he says exactly what I’m thinking! I believe David and Kim balance each other beautifully.

  2. Ha luke, I couldn’t agree with you more about the guy who hosts the infomercials on The Morning Show, he loves his pink shirts and you can tell he thinks he is the best damn infomercial salesman since the Demtel guy. They get him to give his views on topical subjects on a certain segment on the show, very very conservative man who thinks all young people should live in Monasteries until there 21 :p

  3. I prefer 9AM with David and Kim to all the other morning shows.

    I personally cannot stand Mornings with Kerri-Anne, I don’t even look to see what she has planned for the episode as I just know it has nothing of interest to me.

    The Morning Show is ok, I guess I like the magazine style of the show, but it’s an overdose if you watch most of Sunrise previous to it, I think it does well because it’s bright and has so many faces which makes it seem like more is happening, I don’t like all the infomercials, but more so.. I hate the guy who presents the infomercials on The Morning Show!

    I feel 9AM with David and Kim could fix things, if they changed the format, try to find a way to manage with less infomercials, nobody wants to see them, that is what everyone complains about first when discussing 9am but unfortunately it seems like those infomercials make 53% of the actual program.

    I like David Reyne more than I did originally when he first arrived on our screen, but I’m still not sure he is right for morning TV, as he can be moody, arrogant, and grumpy, which can change how you feel for the day, and it can bring your mood down.. not a good thing!!

    Nowadays I mostly tune into 9AM with David and Kim to see the “Fabulous Adam Richard“… If I watch 9am for anything else it ‘s after having seen it advertised the previous night, but I almost always turn off the TV after they show an infomercial.

  4. Noooooo! Ever since it started I always switch the tele over to TEN at 9am. It’s not that I sit to watch it, I like to hear it as I’m doing the housework. David is fantastic as is the lovely Kim. I can’t tolerate KAK, I’m sure she’s lovely, just not my cuppa tea. I can’t get into Larry and Kylie’s show either. We have to save 9am!
    Is it just me or is everything I love to watch on TV disappearing? Is it because our ratings system needs a serious overhaul? Is it because we have alot of choice now?
    Is it because we have idiots for programmers?

  5. This is what happens. Nine and Ten go head-to-head with specific shows for years until Seven suddenly gets into the game. Everybody abandons the shows on Nine and Ten and make the switch. Their ratings skyrocket, and one of the competing shows end up being axed. That’s Seven for you.

  6. Noooooooo!!!!
    David and Kim are the only show that actually attempts at covering anything meaningful! I actually have a lot of respect for Kim as a journalist, but I fear that Australian television audiences are too self absorbed to watch a morning show thats about anything but their selves.
    Sad…the best show from the morning likely to be axed because Australian’s have become too American to want to use their brains…

  7. 9am is the only morning show I would consider watching on my days off. David comes across as a bit too cynical, grumpy and moody but I’m used to him now as a counterbalance to the always cheery, happy and nice Kim.

    If I could make one change to he show, it would be moving the serious story/interview that usually opens the show, to a later point in the show and instead have a lighter fun story/interview as the opener.

  8. What a shame. 9AM is actually the best of the bunch; but then I’m not a often a morning TV viewer and have more the tastes of a late-night connoisseur (and so prefer to skip the infomercials).

    I second that idea about Bert though!! Great talent like that should always be let loose live. (Who else remembers Jedd with his telephone on Channel 31 Friday evenings in the late ’90s?)

  9. as jie mentioned, Ten won’t be showing Ellen unless they can get the rights from WIN – they’ve had it at 9am weekdays since last year.

  10. Kerrie Anne has gotta go, shes horribly outdated, completely superficial living in some sort of “I’m an Aussie Oprah” and couldn’t be more out of touch with every day people, watching her host segments on why plastic surgery is important for aging and her Oaks day coverage just put the icing on the cake that she is living in a fairytale upper class world who couldn’t give a rats about her viewers.

  11. Channel 10 should replace 9AM with re runs of the classic Aussie show prisoner but they will probably keep 9AM because of the revenue they get from those annoying infomercials

  12. I’m with annie and lab brat 9am is great tele except for the boring infomercials and the odd serious segment. Much better then the morning tv for greys on 7 and 9. And David & Kim are entertaining,plus the regulars such as Dicko and Adam Richards are excellent. Here’s hoping it stays on!

  13. I quite like 9am, the only part I really dislike are the infommercial segments. It’s the only show I watch in the mornings, I wouldn’t touch the others with a barge pole.

  14. NO!!! I love 9am! It’s cheeky and trashy, but also serious at times. 🙁 I wonder though if on Tuesday’s ratings increase- Adam Richards is a big hit on the forums and I personally look forward to his segment.

  15. I’m seriously surprised it has lasted this long. I rate David and Kim as the two most awkward hosts in many years.
    I gotta admit though, I secretly enjoy watching the show…in a car crash sense. It’s just so squirmy.

    Bring on Ellen. It’s a great show.

  16. David Reyne really was not made for light, fluffly morning TV, hes moody, arrogant, grumpy, abrupt and talks over people, just unwatchable I reckon, shame for Kim Watkins, shes lovely : )
    btw..out of curiosity, what was GMA ratings when it was axed from this timeslot?

  17. If I were Ten, I would bring in Ellen at 10am, with the 9am slot going to 5 state-based hour-long programs (eg 9am with David and Kim would become Melbourne only for instance), in the vein of Good Morning Melbourne and the like, being a hour long, and local which could prove a point of difference to the big two national programs.

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