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Would you like advertorials with your Breakfast?

Surely TEN can no longer claim Breakfast is part of its News and Current Affairs line-up now that it is including Advertorials?

Surely TEN can no longer claim Breakfast is part of its News and Current Affairs line-up now that it is including Advertorials?

No self-respecting News show in the country would attempt to include Advertorials as part of a News offering. It completely undermines the tone of the programme and goes against decades of the genre (although radio does include ‘live read’ ads).

Yesterday a new-look Breakfast included Advertorials that had been recorded for The Circle as part of its show.

These included ads for cleaning accessories.

Clearly it’s a move to satisfy advertisers who had bought time on The Circle, but who will now be attracting even fewer eyeballs via Breakfast.

Bizarrely, TEN have now just given us more reasons to turn off. When you may only have 15 minutes in the morning to catch TV, who is going to want to sit through these?

Maybe TEN could solve more of their revenue issues by having Mal Walden, Sandra Sully, Andrew Bolt and Paul Biongiorno telling us about the “AhhBra” in their programmes too?

TEN declined to clarify to TV Tonight if the Advertorials would be a permanent fixture or would end after fulfilling current obligations.

“We wouldn’t ever comment publicly on our advertisers’ plans,” a TEN spokesperson said.

24 Responses

  1. So true David.
    The Circle was canned for this rubbish?
    Easy fix = sack Henry. Put MacDonald and Natarsha Belling on Breakfast. MacDonald is tripping all over his own ego on Late News & Beling will bring him back down to Earth before he becomes as annoying as Stefanovic.

    Return Sandra Sully to her Late News throne. The revamp hasnt set the world on fire. With a regular 10:30 start & the new format, Sully will have a 350,000+ nightly audience.

  2. @Scott13. Not sure you can blame Sunrise for dumbing down our news. Today Show never had to follow. You say this then go on to say you like the new Breakfast format. Sunrise offered an alternative and the rest followed. Not everyone wants heavy news first thing in the morning.

  3. So what Ten gains from a rejuvenated (and great looking) set and line up, they more than take away by dishing up miracle floor cleaners & AhhBra’s. What the hell is wrong with them?

  4. Magdalena Roze is by far the standout shes great!!

    I actually like Breakfast the times i have seen it but when I flipped to it this morning with the new small set squished in the news room looked really unprofessional and blergh…i’d like the old one back

  5. “Advertorials”, “Infomercials”…why not just call it what it is….Advertising”. Where’s the 12-mins-per-hour rule? There’s no possible way that the steam mop, or the folding ladder, or the Ah-bra adverts can be described as anything other than “advertising”.

  6. the murdochs need to pack up and leave television to the people who know what they are doing.

    we’ve seen the 5pm to 730pm timeslot change so much its a joke. they had a winner with the circle until they moved it to 9am. breakfast was a joke from day one now its just sad. as great as the show could be they just dont give it enough time to find its feet. the set changes or the shows format changes. they need the show to either be something totally different to what sunrise and today have or follow in today’s lead and be as much like sunrise as possible.

    channel ten has became a laughing joke. and as for those annoying advertorials during a major news based program. well there’s nothing like reading a story about a mass shooting then crossing to moira with a new steam mop. classy news. classy news.

    Paul Henry should be hosting a daily talk show in a similar layout of can or worms.

    Hamish Macdonald, Natarsha Belling, Matt Doran and Magdalena Roze would make a better team for Breakfast. 6am to 10am followed by the Circle.

  7. Seriously…..Who is making these stupid f-ing decisions? How long can this board stay in place? They have destroyed a TV brand and shares are a quarter of what they were only a few years ago and half what they were when this board took over. There is fastly nothing to be proud of with this network. After Rove, Idol, Big Brother, AFL and Bert, Ten has gone from network with something to a network with basically nothing. OK they they are investing in new programming post Olympics, but stupid decisions like the Circle and advertorials during a program that they list as a feature of their “creditable” news offering…. just is embarrassing.

  8. Anybody else notice that everything that Ten has tried to “improve” in the past two years has crashed and burnt, along with their ad revenues and share price. Ten wasn’t broken so why did they try and fix it with cost cutting and fail miserably.

  9. One reason I never watch daytime TV is those interminable advertorials. I suppose they work or they wouldn’t do them, but I absolutely hate them. Why do they have to be so long??

  10. I hate advertorials. I always flick the channel or walk out the room. When I was watching the TEN news yesterday they played an be for Breakfast and Paul Henry refereed to it as “Perth’s Breakfast”.

    I just want Breakfast to end. Maybe 2013 TEN can start of with a new show called Cereal.

  11. As I mentioned yesterday on this very topic,advertorials do not belong in the context of a morning news show.It certainly is better suited to a mid-morning show where The Circle was.Any credibility that was left on Breakfast and any they are trying to build has just gone out the window.

  12. Television is really becoming a very sad wasteland and this is just another example of it. The real problem is that if this proves even vaguely successful then the other two morning programs will undoubtedly take a similar path.

  13. They kinda lost me with these… and it was a tenuous hold to begin with.

    As you point out, I’m getting ready for work and I’m after a condensed version of news and current affairs, I don’t need an ad for a steam mop eating into that limited time.

  14. Surely the only morning program that can be called ‘self respecting news’ is ABC Breakfast. Sunrise and Today are lightweight fluff. Sunrise is single handedly responsible for dumbing down our news. Don’t start me on Today Tonight and ACA being news or current affairs.

    I like the new Breakfast format. Matt Doran brings some credibility to the news and I do actually like Paul Henry. Maybe Hamish McDonald should be pulled off the night shift to host Breakfast with Carrie Bickmore or Sarah Murdoch.

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