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Sunrise adds 5am ‘extra’

Exclusive: From Monday morning Kochie and Mel can be seen from 5am, in a daily "Best of Sunrise."

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EXCLUSIVE: From Monday morning Kochie and Mel can be seen from 5am, in a daily “Best of Sunrise“.

Prior to Seven Early News, the half hour edition will feature select highlights from the previous day’s regular Sunrise.

Producer Adam Boland told TV Tonight the move follows extensive research with Sunrise viewers who indicated a desire to catch some interviews they were unable to see after they had headed off to work. Now they can see them the next day.

Survey groups also indicated shifts in lifestyles with more viewers up at a remarkably early hour.

In recent years, both Sunrise and Today have accommodated early starts to meet the competition.

Today starts at 5:30am with Early Morning News at 5am. Sunrise starts at 6am with Seven Early News at 5:30am.

The new “Best of” will go up against Nine’s early News at 5am.

The gap between the two shows has also shortened. Today had wins through the Olympics. In Sydney it is now running ads boasting it is #1 for the year while Sunrise has won the last 5 weeks in that market. Today still wins in Melbourne.

Boland insists there are no plans to shift back to a 4:30am start.

44 Responses

  2. To think NBC Today now goes for 4 hours now, that’s way too long!
    At least 7TWO could drop running old AFL replays no-one watches instead if NBC Today moved from the main channel to 7TWO.

  4. More Sunrise? Why oh why do we need to see more of Mel and Kochie? They annoy me! Now… how long until Nine makes the move and do something at 4.30am (aka ‘Super early Morning News’ or the ‘Best of Yesterdays Today’)?

  6. They can’t be serious. Why are they so relentless on thrusting this tripe upon us? I’m not up at this time but I’m just concerned with the gradual takeover of Sunrise. If people miss interviews, isn’t that what online is for?

  9. I like the sound of a highlights package, but they should add a bit of The Morning Show to it as well…some of Larry’s quick lines are much more interesting than Kochie’s.

  10. How ridiculous! So basically we don’t have to worry about watching the show on that day cause we can just see the “best bits” from the day before and not the crap?

    I dread to think what 9 will do in response? thats like 3/4 of the programming on 7 taken up by morning shows now.

  14. Bah the best of Sunrise, is probably full of Kochie’s lame jokes and Mel’s attempt to look mumsy, I am sorry but not a fan of Sunrise. I’ll stick with Today thanks

  15. Soon enough they wont even have a start time it will be 24-7 Sunrise/Today with the continual brands trying to be the ‘first to air’. Smart move though by Sunrise, limited cost but yet still having a very distinctive sunrise brand. They can also pick the good bits, which only makes people like show more….smart.

  20. So what happens now to NBC Today which airs at 4am? It means from next week it either will air for only one hour, starts one hour earlier (3am) or gets pulled from the schedule. As many of us said last year at the launch of 7TWO, show the full version on 7TWO at midnight!

  24. Interesting but slightly odd idea.
    I like it though.

    Calling it “Best Of Sunrise” is a huge mistake though.

    I remember hearing a TV / radio marketing guru a few years saying that putting titling repurposed content or shows as “Best of” is a huge turn off to viewers as it signals repeats.

    It’s better to go with something like

    “Sunrise at 5am”
    “Sunrise Extra” or
    “Sunrise First”

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