Advertorials in the arvo

dailyed2Seven’s The Daily Edition debuted this afternoon, and with it came advertorials in the afternoon.

Clocking in at a whopping 90 minutes (from 3pm to 4:30pm) the show already feels like The Morning Show in the arvo, no doubt due to having the same producer in Sarah Stinson. Hosts Sally Obermeder and Kris Smith were joined at a desk and busy blue set by Tom Williams and Monique Wright, all working hard to generate natural banter.

Former Seven newsreader, a relaxed Ian Ross, was a benevolent first guest.

Incorporated into the female-skewed show are advertorials, no longer relegated to morning television. With networks now allowed to meet their commitments to children’s television via multichannels it could be a sign of things to come.

I didn’t see the whole episode, but there were chats about Robin Thicke, Mick Jagger, Shane Warne, social media use, naming two show mascots (2 yellow statues), cabbage patch kids….presumably Nigella was also a talking point today?

There were crosses local to newsrooms for News (although one update in Melbourne was a black screen, oops).

It’s not the first time networks have dabbled in panel chat shows in the arvo, Nine’s 2009 THIS Afternoon hosted by Andrew Daddo and Katrina Blowers only lasted about 2 weeks and The Catch-Up in 2007 was about 4 months.

Seven has been the most successful in producing morning television in recent years so they’ll be optimistic this one will run a little longer.


  1. Ohhh! Thanks David. I see that there spelt differently, I didn’t know that, but now I do, so now I won’t have to watch this show because its not him.

  2. David, I’ve got a question. This isn’t Kris Smith from 2GB or is it? I’ve listened to him on the radio sometimes, but I’ve never seen his face. Thanks!

  3. Is this show prerecorded? Blonde chick says “more to come this morning…”
    Lengthy “opinions” piece on NRL payers’ misbehaviours. No mention of the AFL player just charged with rape, as on ABC24 for the past half-hour.
    Nigela Lawson again the lead story -for 10 mins. Sorry, Nigela who?? A very cheap gab-fest. Nothing of interest. Set reminds me of Tamworth TV in 1966. Ugh.

  4. @Andrew – Looking up a typical 60s daytime schedule on 7, 9 &10 – midday-4pm – programs were:
    Owly’s School
    The Magic Circle Club
    Girl Talk
    The Marriage Game, Malcolm Searle
    The Unloved (starring MP-to-be, Bronwyn Bishop, still starring on afternoon TV in Question Time)
    Divorce Court
    Dita, Dita Cobb, Noel Brophy
    Beauty And The Beast
    Tommy Hanlon Show
    Frank Wilson’s Letter Charades
    People In Conflict
    Take A Letter, Jimmy Hannan
    The Andy Griffith Show
    Coronation Street
    OK Crackerby
    – All of those, except the last 4, were local studio productions. Daytime TV now is nothing like it was in the 60s, unfortunately.

  5. There was a time when (commercial) daytime TV was brave enough to challenge the perception that a daytime audience was only interested in vacuous chit chat and fluffy gossip. But it appears Nine News Now and The Daily Edition are setting daytime TV back to the 60s.

  6. I’ve given up on the morning shows like Today and Sunrise, too much crap. Rather watch SkyNews were you actually get the news. Same goes for shows like this or the other local daytime show. Basically they are all ads within ads with the occasional news or current affairs programing.

    It’s cheap programing to fill the daytime and with so many other channels offering real shows be it drama or sitcom re-runs it’s still often better then shows like this.

  7. carolemorrissey

    I decided to give it a go for the first one, wasn’t very impressed so will stick to 9. Much prefer Nine News Now. Maybe in the summer when Nine News Now isn’t on because of the cricket may watch it again.

  8. Gawwwd the table was ugly and the backdrop was annoying. Yes I do hope it improves and lasts! I do hope Nine counters and relaunches This Afternoon.

  9. I was pleasently surprised, they didn’t seem to try to hard and they seemed to get on pretty well, though a few rocky patches (but I’m sure every show’s first week had those). And only one advertorial was alright, hopefully they don’t multiply!

    Seeing the delightful Ian Ross as a studio guest was a treat too .. worth tuning in just for that.

    The last news cross in Sydney was a black screen too, oops indeed!

  10. There was only 1 advertorial and it lasted about a minute. I think it is a good show for the afternoon, a lot better than Nine News Now and This Afternoon for that matter. Shows like these take time to find there feet and adjust. I think things will only improve.

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