Agree… in a lot of ways we might be seeing 10 laying the foundation for further expansion in the future. Similar to how we saw Sunrise begin.
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Yeh. If they were running 10 News Breakfast headlines every 10 minutes from 6am or something like that that’d be interesting.
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My theory in regards to all this is that Ten are simply doing this to make themselves seem like a more attractive proposition for the AFL rights and there’s nothing more to it than that. Why would the executives of the game want to sign a multi-million dollar contract with a network which produces as little as 60 minutes of news per day? All it means is that there’s less eyeballs seeing AFL-related headlines, reports etc. than on the rival networks.
So I could see Ten wanting to look at ways (e.g expanding their news output) to make their bid seem all the more enticing. If they are unsuccessful in acquiring the rights, I predict this 8am bulletin will be off our screens as little as six months later.
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The old early news was 4x15 min bulletins from 6am-7am. So theoretically they could do this instead of just one 30 min bulletin.
I agree with all of this but I think if 10 were to win the AFL rights we would see investment in news and other areas. They’d have access to new national advertising packages that they don’t have at the moment.
When 10 lost the afl rights they lost a national Toyota advertising package. Toyota don’t advertise on 10 on a national basis. It’s not worth it to them. So big national advertisers would be attracted back to the network.
Please note this does not include Toyota on a local dealer level.
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I don’t like the name… especially when we have News Breakfast. Surely the ABC could claim copyright infringement?
At 8am Mornings seems like a more appropriate heading and isn’t being used currently.
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I doubt the word breakfast will even be seen on air? I imagine it will just be the regular 10 News First branding.
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ABC didn’t invent the word “breakfast”. Likewise, both Ten’s Breakfast and ABC’s News Breakfast ran many years ago up against each other.
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I’d assume that they probably chose the breakfast name because Seven and Nine already have “the morning news” (and the “early morning news”) and wanted to be different to them.
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Understand… but could you imagine how Nine would react if they went with 10 News First: Today Edition.
10 need to move away from the “Breakfast” name.
I am very sceptical that there will be any expanded investment in news because this is hardly an investment to begin with.
10 already does a five minute 10 News First branded news update (with live crosses) at 8am and another at 8.30. Add sport and filler import stories and you have a bulletin. Natasha already presents them on Thursdays and Fridays and, according to the TV Blackbox, this new bulletin will still be produced by the Studio 10 team. The only change will be that Lachlan seemingly has to work longer days (perhaps he’s asked for more presenting opportunities though).
So, I’m more interested in why 10 is doing this? Surely there’s very little in increasing brand awareness to just 20,000 viewers. The only thing the bulletin does is provide a better lead-in for Studio 10 and gives Sarah a much needed spell. I would caution any hope that 10 suddenly cares about news. To me, this seems more like just a format change driven by a new Studio 10 EP.
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I don’t think anyone is naive enough to think this is a reinvestment in news, but it is creatively expanding their perceived news output across the day using existing resources while also taking the load off the main Studio 10 crew who regularly joke about the show feeling like a marathon at 4 hours.
I think if they can innovate the 20 or so minutes of news output to be short, sharp and concise without the fluff and it’s done in a sustainable way which shows signs of improving the lead in to Studio 10, it absolutely warrants the idea that they potentially could expand out the timeslot in future should they so desire.
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Yes this will rate next to zero. There’s already Nine, Seven, ABC and Sky News as competition for that slot.
Can only see it as a vehicle for Lachlan. Perhaps Sarah might fill in on it if needed?
It’ll be gone as soon as the EP is gone.
If 10 were serious they’d invest more in a late news when an audience is actually potentially watching.
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Does Narelda Jacobs not do the morning shift anymore?
With Lachlan coming on board… I don’t think there is a need for her in the mornings. She might stray permanently on Perth News and do national late night updates in the future?
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What would you suggest? There’s not too many ways you can use to refer to mid-morning news without sounding like Nine and Seven.
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Why does it need a morningy name? Can’t they just call it 10 News First?
I’ve always hated the name Ten News First. How can they position themselves as first at anything when they lag so far behind the pack at everything?
Call it Ten News First: AM Edition. At least it will eliminate some confusion.
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All these years later I still don’t understand the “first” name. 
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