Morning TV war set to heat up
Updated: As Kim Watkins departs 9AM, TEN will soon announce the replacement show with an ensemble team, taking on the competitive morning landscape.
This Friday marks the last episode of 9AM with David and Kim.
The show will conclude its 4 year run of live morning programmes following the earlier resignation of co-host David Reyne.
Updated: Kim Watkins is also to depart, announcing today, “I’ve loved interviewing, quite literally, thousands of people from all walks of life on 9am. Each day has been a challenge and, for the most part a delight and a privilege.”
TEN’s chief programming officer, David Mott said: “We’ve thoroughly enjoyed working with Kim over the four years of 9am and we’ll be sad to see her and David off at the end of the week.
Next week it begins its annual summer series featuring highlights from the year, with links hosted by Ann-Maree Biggar.
TV Tonight understands TEN is set to announce a new-look show for the timeslot for 2010 which will take the form of an ensemble morning television programme, expected to be a predominantly female team.
Respected producer Pam Barnes has been appointed to helm the show, raising subsequent questions about any on-going involvement with Hey Hey its Saturday for 2010. Barnes produced the two reunions after her long affiliation with the show.
As part of a rejuvenated format, TEN’s new show is understood to be favouring advertorials with a humorous slant. But whilst many shows have tried to emulate ‘Graham Kennedy-style’ ads, Seven’s Morning Show learned how difficult that was when it first launched. It too promised the same thing.
With three head to head shows, the morning landscape is certainly a competitive field for a modest audience, but even running third in the slot, TEN isn’t prepared to give up its lucrative advertorial revenue -worth up to $11M a year.
Next year Mornings with Kerri-Anne will also have a revamp, under Today show producer Tom Malone. It promises a new look, new set and new segments. With the Vancouver Olympics on air in early February, Kerri-Anne wins an extended summer break.
Both face a big task to take on Seven’s Morning Show, which has been the clear winner since it hit the screens in mid-2007. Ratings for Larry Emdur and Kylie Gillies have never looked back since launched off the back of Sunrise.