Breakfast show axed

Staff Writer

Ten's breakfast show Wake Up has been axed.

Chief Executive at Ten, Hamish McLennan, said: "Despite the commitment and enthusiasm of its staff, Wake Up has not resonated with enough viewers to make it a viable program."

The TV show had been plagued with issues its launch last November with Natasha Exelby being dropped from the original lineup after just 16 days.

Natarsha Belling and James Mathison continued to host the show under the guidance of Executive Producer Adam Boland who quit in January with mental health concerns.

Last year, when Ten first announced the launch of it's new show, Brad March told Radio Today he thought the concept for the show mirrored an FM radio breakfast format and had the opportunity to service the under-40s market.

Read what March said here.

Today, he said: "Ten really had no choice but to axe the show after more than six months of low ratings."

"It was always going to be an uphill battle given the strength of the two incumbent shows on Seven and Nine."

"Whilst the show differentiated itself from the existing shows, it wasn't different enough in the right areas and also suffered from execution issues from the start."

"Changing the habits of breakfast shows on televsion or radio takes a very long time, in this case it may have taken Wake Up years to make significant audience gains "

"It's a sad day at Ten, especially for the people who no doubt worked tirelessly on the show "

may have got the strategy right this time
may have got the strategy right this time

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