Cash Cow under consideration

Plans to return the Cash Cow to Sunrise are an early consideration for new producers.

Outgoing executive producer Michael Pell recently told TV Tonight, the decision would move to his successors, following changes to SMS competition rules.

“It’s about how the Cash Cow can be entered… how people can enter it. We’ve been developing and trying to find ways that it actually works for the audience. The premium SMS service has been disbanded, we’ve got to find another solution. So I guess it’s about just considering whether that solution works for an audience.”

Telstra recently announced, “From 15 December 2021, Telstra will no longer allow SMS to premium numbers (e.g. 19xx numbers). This is also known as Premium SMS.”

Cash Cow made an appearance at the Good Friday Appeal as a Cash Cow ‘Bunny’ and has been a long term part of the Sunrise brand, once even having a Tropfest film entry.

“We love Cash Cow, it’s one of the main things people ask me about,” Pell said. “So I think Cash Cow will always be part of the show in some way. But it’s just whether or not she gives money, how much money and how you enter that is probably under consideration and discussion now.”