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Studio 10: Her royal “Ita-ness”

Video: Swirling music, echoes resonating and plenty of lurrrve for Ita. TEN's new promo is promising a lot.

There’s swirling music, echoes resonating and plenty of lurrrve for Ita Buttrose in TEN’s “Coming Soon” promo for Studio 10 morning show.

Joe Hildebrand tells us the show is interactive, “you can talk about it on social media.” No canned laughter there.

This promo also features Jessica Rowe, Sarah Harris and producers Adam Boland and Rob McKnight.

They’re certainly promising a lot. Let’s hope they deliver.

Oh, and still no launch date.

18 Responses

  1. Great promo but really sets the wrong tone. It’s oh so serious. It feels like it belongs on CNN. They seem to think they will be changing the world with this show. It tries a little too hard.

    Morning TV should be fun. I don’t think the show will be like this promo.

    There seems to be a disconnect with the show they are producing and how to sell it.

    Could be wrong.

  2. Why don’t they do a fun promo, Get tarsh and tash to surf some waves while promoting wake up, get Ita into a v8 going nuts, get joe in a shower, get Jessica to sky dive , then get the whole group goin nuts in a club and show some personality then say where ever you are we will be there with you. lol.

  3. Does this mean no infomercials or will it be more of the same?
    Big build up but Joe lets it down just like the James Mathison promo for Wake Up.
    Bet this promo will come back to haunt them. Would love to watch but Joe is there so no way.
    Sounds like it is going to copy The View.

  4. Agree with all comments re having “celebs” talk up other celebs. I will confess to not even bother clicking on the video above after reading the comments. It features the producers?? WTF? No longer content to pull the the puppets’ strings. Some serious egos at play at 10.
    Why has nobody mentioned the elephant in the room? Ratings. Ita skews old. Certainly not 18-45 grocery buying demo.
    The amount of egos that are on the payroll will not satisy the beancounters when everyone knows this will be lucky to scrape 40K viewers. That means an awful lot of throws like “and now here’s Moira with some exciting news about the ab-blaster.”
    I am guessing the payroll just for the on air talent is $1 mill plus. Add on the wunderkind EP and his understudy and that’s serious $$.
    And then there’s the lttle problem of Wake Up as its lead-in. There just is not enough room for another light…

  5. What’s that terrible smell….ah yes….desperation….

    This promo tries a little too hard. Just because they say it’s event tv, doesn’t mean it’s going to be. I reckon 10/10 is a good bet for a launch date so we’ll be able to make up our own minds soon enough.

  6. This show will be fine. It looks very similar to Beauty and the Beast and is exactly the kind of the light fluff you would expect from Ten in the morning. Wake Up is the one to worry about.

  7. Love the echo on the word “legend”. Just goes to show that you can be mindless and tasteless and still a stickler for minute detail.

    The whole exercise screams desperation. And Joe Hildebrand is only one step back from the full Paul Henry.

  8. The only thing I like about this promo is what they’ve done with the Ten logo at the end…

    Will give the show a go, but I’m not sure the hosts are unique and strong enough to pull a View-style show off successfully.

  9. Jeez.. that opening sequence is a bit dramatic.

    I got bored and zoned out halfway through.

    Promos with presenters talking other presenters up are lame and unimaginative. If they’re so good, we shouldn’t need to be told how good they are.

    I would rather see a promo about what the show will be like, how it’s going to be interactive and why they’ve chosen to do it “in the round”.

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