Today Breakfast begins a new chapter on TEN.
Shortened by thirty minutes, it will also switch to the TEN newsroom to give it a more “newsy” feel -sounds like a good move.
Natarsha Belling and Matt Doran also join the show.
Without Today currently airing, Breakfast rose to 49,000 on Friday. But it remains a blip on Sunrise’s radar, which was 368,000, and ABC News Breakfast was 60,000 across 2 channels.
“Speculation about Paul Henry’s contract and salary, and the claim Breakfast is somehow a protected species at TEN, are way off the mark,” he told The Sunday Telegraph.
On more than one occasion Henry has confirmed his contract is worth $1M -he just hasn’t confirmed if that’s a one, two or three year deal (it’s more likely to be 3).
“Breakfast is a new entrant in the market, attempting to break ingrained viewing behaviour. Not only will we continue to chip away, but we see Breakfast as important for the TEN brand in the 24-hour news cycle,” he said.
“Morning shows like The Circle compete for a $35 million-a year advertorial market which is a low-margin business for TV networks while the breakfast TV advertising market is worth more than $100 million a year.”
He also denied Adam Boland was at the top of his list to rescue the show. That’s because Boland has achieved just about everything there is to achieve in the morning telly genre and has his sights set on News.
Last week Seven boss Peter Meakin told The Power Index,“I’d be very surprised if Adam wants to get involved in that bear’s nest. In fact he’s told me it’s nonsense. He’s not going to over to TEN to run Breakfast.
“I would think he’d prefer my job for a start,” Meakin continued.
Is that possible?
“Everything’s possible,” he replied. “I’m not going to be around forever.”
According to ex-TEN executives Breakfast would be costing around $7 million a year to produce, about half the amount of Today and Sunrise. A cut in Breakfast’s budget of about $2 million is also being made to the show.
A spokesman told the Sydney Morning Herald last week: “We remain committed to Breakfast and the strategy of providing our viewers with news coverage from breakfast to bedtime, something no other commercial free to air TV network offers. There is, of course, a lot of talk about Breakfast, the vast majority of which is completely ill-informed. Breakfast‘s ratings are not what we want them to be, but clearly we are not abandoning the program.”
TEN’s own research under David Castran shows Henry is not resonating with viewers.
Any wonder Chrissie Swan was cast as the new host of Can of Worms and not the rumoured prime time gig for Henry…?