EXCLUSIVE: Prime Minister Kevin Rudd will appear in a weekly segment on the revamped Sunrise.
Executive Producer Adam Boland told TV Tonight, the Prime Minister would answer live viewer questions each week.
“It’s a ‘Direct Democracy’-style of segment. This has never been done before: he will be answering viewers’ questions directly but not via email or text message, but Live. We will put cameras into the homes of our viewers,” he said.
“There will be three viewers chosen every week and we’ll go to them. So if they’re in Small Business or in their homes, wherever they are, they will put their questions live and direct to the Prime Minister. They will be entitled to one follow-up question each. The question will be without notice. The Prime Minister will have no prior warning to what the questions are.”
Rudd was formerly a regular guest on Sunrise but ended his participation when he became Opposition Leader. A weekly television appearance will mirror what politicians, including John Howard, have been doing on talkback radio for years.
The Seven morning show relaunches on Monday morning with a new set, new graphics and new format. As revealed last October, the new set is being overseen by Jim Fenhagen, from Production Design Group in New York City. His credits include The Daily Show with Jon Stewart, The Colbert Report, CBS Early Show, Anderson Cooper 360, The Martha Stewart Show and Sky News.
“Sets don’t win ratings but I’m hoping it will send a message that we have a very different show on offer in 2010,” says Boland.
“From my point of view I was very keen to re-establish a point of difference. Our opponents have very successfully copied every last frame of our show, as Karl Stefanovic happily conceded late last year on Sydney radio.
“We’re flattered but from a viewer’s point of view they deserve two very different shows for breakfast.”
This week Sunrise is broadcasting from the Australian Open, giving the Martin Place studio a week to install its new set which has been built in a warehouse for the past eight weeks.
Seven research has tracked audience trends, enabling new content changes to address shifts in viewing patterns.
Back in 2001 breakfast television viewers watched an average of 8-11 minutes.
“People were tuning in just to get their weather and the latest headlines. Fast forward to now and the average viewing time for our show is 30-40 minutes,” says Boland.
“There is more pressure than ever being placed on our producers to deliver more original content particularly same day content. We’re opening bureaus in Brisbane, Melbourne and Adelaide. There will be live reporters in each of those cities who will start work everyday at 4am. They’ll be expected to contribute live reports to the show every morning, so if a story is breaking there is no excuse now not to have them covered. And they will be backed up by live resources in their respective towns.”
Boland says as much as 30% of Sunrise will be programmed on the morning it goes to air.
“There will be big gaps in the rundown when we sign off the night before. That’s never been done before on our channel or any other channel. Much of the breakfast shows in this country are programmed the day before by daytime producers.”
The revamp also comes at a time when Nine’s Today show has been making significant inroads into Sunrise‘s lead. Nine’s breakfast offering regularly wins in Melbourne, where it declared another win in 2009. It is also seriously competitive in Sydney, diminishing Sunrise‘s annual share.
But an upbeat Boland says Sunrise still hasn’t lost a single week of ratings in six years.
“In order to protect that record we needed to inject new life into the show. I didn’t want to be the Today show –they simply became complacent, so when a show like Sunrise came along, they were very easy to tip over because they just kept doing the same old thing.
“We don’t believe simply because we’re in the leadership position that the show should stay the same.”
The new-look set will feature a fully wooden floor, be more selective about its use of the goldfish-bowl streetview, and give The Morning Show a new set as a result. Hosts David Koch and Melissa Doyle are expected to take a more serious presenting tone this year.
And when it launches on Monday, Boland hints at another big change.
“There is one big, big rabbit that we’re going to pull out of the hat on Monday,” he said.
“It’s an addition to our presenting line-up. He will be a stunning addition to the show and a lot of people will be very happy.”
Sunrise relaunches at 6am Monday on Seven.
UPDATED: This story has since been picked up by The Sydney Morning Herald and The Australian, Brisbane Times, Herald Sun and News.com.au. Particular thanks to The Age, Crikey and Mumbrella for acknowledging this site as source.
well I wont be watching the rudd re election show, must say people get it right most of the time, the comments here are right on the money, pass the bucket, do they even read this stuff
I would like to see the Prime Minister turn up on Lateline, it appears he has no guts to face significant journalists and reporters. The mindless banter that is Sunrise is about the level he is on, or at least that is my presumption after seeing the latest work of the Prime Minister (a story about his cat and dog).
Your the Prime minister, lead the nation, not the popularity stakes.
On Q & A Feb 1.
Any chance the PM might appear on a real current affairs show like Lateline (would love to know if has ever appeared on it since becomming PM), Still I’m sure the world educated Mel will corner him with some quality questions.
Surely Krudd should give equal time to Today.
Why are they pumping so much money into the show? Honestly, you can’t polish a turd. I am sick of the “Sunrise Family” cult and their creepy vacant eyes and mindless banter.
The vain hope that Karl Stefanovic could come to work after the Logies again keeps me tuning into Today morning after morning.
They didn’t say mention it so I am guessing no.
Hi, David – Just wanting know if 7 News Sydney will also get a re-vamp? – thanks
I have always liked Sunrise but if Rudd is part of it, I’ll be watching Today
If Kevin Rudd was serious about a questions and answers with the public he would be better doing it on talk radio. Radio has the benefit of more questions from a wider and larger audience. The Sunrise gig is just a stunt, with a very limited audience and with the selection of of only three viewers per week, it is going to be no more than a weekly plug for Keven Rudd in an election year. The fact that Kevin Rudd wont appear of 2GB’s Alan Jones radio show (the highest rating morning show with a larger audience), speaks volumes about his manipulation of the media and facing difficult questions from the public.
Time to stop watching Sunrise by the look of it,
The rabbit could be Jennifer hawkins. i know i d very happy to see her in the morning.
Or i could be a rabbit
Hmmm. KRudd should be interesting, but honestly I’m more interested in what the new set will look like!
I reckon it’s a great idea – at least here in Australia our leaders are approachable. Interested to see what happens after 2 weeks and K.Rudd heads O.S. again – will it be Q&A with Julia Gillard?
Boland quotes:
“There is more pressure than ever being placed on our producers to deliver more original content”
Pheww… thanks mate… so we won’t see you ripping off segment ideas from ACA, late news or footage and gags from the 7pm show on Ten?
Might be worth actually watching Sunrise on Monday… Stop Press… they have a rabbit!
looking good, everyone who is paying on the segment you can”t say its crap until you have actually seen.
Couldn’t agree more with Sydney2K, below!
@Bec – Actually that reason would be morning TV viewers’ taste for vacuous content and irritating banter between “popular” Seven Network personalities.
Rather than answer questions from Sunrise, how about answering questions from Tony Jones on Lateline, Kevin Rudd?
What they really need to do is get rid of Koch…
Argh the rabbit….my guess.. ex Sydney NRL footy show.
Jerome,
Do you really expect a change to Larry and Kylie??
There is a reason TMS is number one, and it’s the laughs the pair provide.. can’t really see them news focused..
Kruddy’s face time on Sunrise with Joe Hockey is one of the major reason he’s PM today. This is a political stunt that The Hollowmen would be proud of.
Jerome there really isn’t much change to TMS except the set as a consequence of Sunrise. All the focus is on the latter.
i’m more excited to see the changes to larry & kylie.
Jed, I think you’re kidding yourself if you believe Krudd will actually answer questions we don’t already know the answer to.
Unless it’s asking his opinion on the moral panic of the day, that is.
it’ll be Rove….
Grant Denyer returns? He’s about the size of a rabbit
And what about Joe Hockey, will he also get to answer questions live? They should approach Tony Abbott too in fairness. Who cares that he’s on 9.
And let’s hope Sunrise doesn’t go too serious… they just need to focus on being real because that’s when the magic happened in the early years. It was the spontaneous moment. They seem to be trying to manufacture something special whereas early on they were just themselves, did their job and that’s when the moments occurred that we all remember.
Watching Today this morning, they seem to have that same spirit happening at the moment.
I can only assume that Tony Abbott as the alternative Prime Minister will be afforded the same opportunity?
So we are going to spoon fed Labor’s propaganda? Something that will make Sunrise even worse (if that is possible) and we are going to be told “Labor is doing a great job, fantastic job!” At least I can see Koche and Rudd at the same time and remark their similarities.
Booo, “The Manchurian Candidate”. But the opposition is completely unlikeable too. What chance has Australia got with those morons in charge?
sunrise is so fake! melissa and kochie obviously hate eachother, there are rifts there all the time, she is annoying and he is a ” my s**t dont stink kinda guy”
Ray Martin.
The “Rabbit” is Molly Meldrum
what a bunch of negative nellys you lot are, at least try the new look sunrise and K-Rudd’s segment before you start slagging them off…
Seriously good move all round. I’ve intentionally never voted coz I’ve never believed in politicians but Rudd keeps making moves to make me believe in him and I will probably vote for the first time ever as a result. A move like this bridges the gap to the people. Well done Sunrise for maintaining a good relationship with Rudd over the last few years to make this possible.
I thought with it being an election year Kevin Rudd would be more focused on that, rather than appearing on Sunrise? Or has he seen the future of things to come and just lining up a new career??
If the polls are anything to go by then Kevin 07 has a lot on his plate this year
Peter Helliar is joining Seven. Will he also appear on Sunrise ??
Intrigued what “big, big rabbit” Sunrise will pull out of the hat on Monday. But if its more of the same, I’ll be listening to the radio in the mornings.
I hate Rudd but I hate Abbott even more. Bring back Keating and Hawke. They’re interesting to listen to even if you disagree with them
Why do they need to import someone from New York to oversee the new set.
Watching the test pattern would be better than watching Sunrise
I agree with Jed, it is an opportunity to ask questions of the PM live on TV where all sorts could happen – issues might be raised that are not deemed important by the canberra press corps, who knows? If you’re fixed in your political preference then political segments are enjoyed based on how much the subject matter fits with your political affiliation. But for those of us who do not have an allegiance to either party, it’s good to hear what’s going on from both sides. Even if it’s mixed in with some hollywood gossip and cash giveaways
. In fairness equal time should be offered to the oppostion (especially with an election looming). But much like his Rolling Stone interview, if Rudd doesn’t remove the robot from his behind this will backfire on him – e.g. if it’s revealed that questions are vetted or planted, etc etc. An advantage of having the PM though means respect for the office will prevent it (hopefully) from going down the path of american political segments where you have the “left view” vs. “right view” talking heads who then proceed to yell over each other for 5 mins. No one changes their mind, no on learns anything.
I’ll definitely check out his segment on the first day, but after that, it will probably be crap. For the last couple of years, now that Sunrise is the leader in the ratings, they have been trying to make it a more serious show. But this is exactly why it was so easy to beat Today six years ago, because of its serious tone. Yes, Sunrise might earn a better reputation by doing this, but when it comes to ratings, Today will probably win.
this is as good a reason as any to stick to today…sunrise sucks!!!!!!!!!! so does rudd
Seriously people??? It’s a fairly good idea, whether you hate Sunrise and/or Rudd shouldn’t matter. An opportunity to question the PM live on tv is great for the public. Just take it for what it is. Stop thinking of how it benefits Sunrise or Rudd, and think how it benefits you. Maybe some of you could ask about the anti-siphoning list that you’re all complaining about in another thread and want answers to, well here’s an opportunity to get an answer. Stop whingeing.
I bet 7 will make sure the questions don’t upset their favourite PM. Probably end up with questions from 5 year olds as they’d have to appeal to the intellect of your average Sunrise viewer.
brisvegas – Tony Abbott and Julia Gillard will be resuming their former partnership on air on Today in the coming weeks. Nine confirmed that weeks ago.
The questions will be so heavily vetted you might as well not bother. Each week he’ll answer a question like “Why are you So awesome?”
Perth gets shafted on breakfast shows for the majority of the year….morning news on a two or three hour delay (all channels).
At least radio and the internet can keep us up to date….
plus foxtel has live news channels.
Yet another reason why I refuse to watch this show.
oh sweet jesus….what are the odds C9 will have Tony Abbott for a segment each week on Today?
Sunrise was a serious news program back in the late 90′s & early 00′s when it only aired for 1 hour between 6am-7am but no one used to watch with then hosts Mark Baretta & Georgie Gardiner, and the reason why it has been so successful since 2004 is because of the shows light heartiness & I wouldn’t be surprised if people don’t like the shows new tone & start tuning into the Today Show.
*Shudders*
Is he really open for negotiation on All issues? Or will he be like the webchat he conducted whereby all the anti-censorship questions were ignored until the end, received a one small paragraph ‘getting the balance right’ BS, and exited like a coward?
this mystifies me on a number of levels.
First up,i agree – it’s lame, and is most likely an election stunt.
Secondly – is this right? What about the today/abc2 viewiers? It’s unfair on those of us who cannot stand watching sunrise. Why are we being penalised? I understand why sunrise grabbed onto this, but if the pm wanted this kind of face-time, wouldnt it have been more fair to have a show that gives him face-time and have that show / segment running on the main networks at a specific time concurrently?
“three viewers chosen every week…”………….who picks these people? The pm’s department, or the sunrise team? Obviously the viewers “picked” need to be screened- but the potential is there for the pm’s office to cherry pick the right people who’ll have the right questions. I cant imagine the pm having to answer a tough question “off the cuff”. This just smells of pre-apprved viewers with pre-approved questions that are in sync with whatever spin the govt wants to play that day / whatevers topical that week.
Another reason not to watch Sunrise.
He’s right – sets do not win ratings, and frankly I’m suprised when a new set is even mentioned for Sunrise, Nine News or whatever – it makes no difference if the content and format is the same – which in Sunrises case, if we are to believe Boland, it won’t be this year. Proof shall be in the pudding.
I’m a little cynacle of the PM’s intentions for the segment given it’s an election year, but at the end of the day, he did become known to the Aussie population via Sunrise, and frankly it’s a step in the right direction if questions are without notice – always a good thing.
I, however, will not be watching – it’s too early to be watching TV for me, but if they can take the sillyness and innane banter out, it’s for the better.
Frankly, I think the whole mornings programs and their level of importance to the overall ratings of the channels is a little over-rated.
Looking forward to this, but Perth misses the last hour,thanks to the stupid bloody tennis!
No Perth Bureau?
Good luck with the Brisbane bureau Adam. A waste of time, as Brisbane rather would like to see 5:30 fixed.
KRudd can be in Sunrise as long as Abbott and Gillard stay in Today, they’re firecrackers!!
This all sounds Very promising… hope it al lives up to the hype because if it does it will be a giant step in the right direction.
Just a cynical move by Chairman Rudd to grab some votes in an election year. The segment will be gone as soon as the election is over.
Rove? Any other guesses?
Another reason to stick wirh ‘Today;
Just another reason to watch the Today show. They can dress it up all they like, but everything about the show makes me cringe.
Media whore! Everywhere theirs a camera Rudd’s in close range.
Won’t be watching the smug so and so,will have to turn over during his segment.
Maybe i’ll get some time to watch Puzzle Play,much more interesting.