KEY POINTS:
TV3 is making changes to its Sunrise breakfast show in a bid to improve ratings described by one media commentator as "almost getting rigor mortis".
Total viewing figures have hovered around the 20,000-30,000 mark for most of the show's 10-month existence, compared to the 120,000- 140,000 who watch rival Breakfast on TV One.
TV3 marketing director Roger Beaumont said the Sunrise share in the 18- to 49-year-old demographic - its target audience - doubled last week and tripled in Auckland.
But the Carly Flynn and James Coleman-fronted show has not attracted more than 40,000 viewers on a single day for eight months, and has failed to capitalise on popular Breakfast co-host Paul Henry's extended holiday.
Media commentator Martin Gilman described the show's ratings as "almost getting rigor mortis" and its failure "to gain any momentum" meant it was time for drastic action.
"They either let it die, or they evolve it into something else, because they can't really continue it as it stands. It must be haemorrhaging money It must be a priority for them to address that and bring people in."
Auckland University political science lecturer Joe Atkinson said TV One's Breakfast appeared to be winning because it had "more substance and more resources".
However, others were adamant the show would not be dumped, claiming the Mediaworks-owned channel was used to the "long haul".
"If you go back in history and look at how long it took TV3's news product to be competitive against TVNZ, I think we're in the same boat now," said Omnicom Media Group executive director and media buyer Peter Myles. "They'll get the mix right eventually."
Beaumont said last week's jump in ratings in their target audience meant the show "has some traction, and these audience trends are heading in the right direction". He confirmed the production team was "fine tuning some aspects of the show" but would not expand. The Herald on Sunday understands changes are being led by associate director of programming Andrew Szusterman, C4's former head.
Media strategist Michael Carney said the benefit of attracting a news audience early in the day would keep the network trying to make the show work. Gilman said breakfast TV delivered a quality audience for advertisers and slots often sold out - but Sunrise was essentially a "giveaway" due to its dire audience figures.
"With the best will in the world, TVNZ have more longevity, more experience in the job, their presenters are more polished, and if Sunrise aren't offering something different, people won't tune in," Gilman said.
While the commentators all agree that Sunrise is struggling, there is little consensus on what might save it. Myles said changes should include everything from the presenters' tone and manner to the balance of news content.
Atkinson also questioned Flynn and Coleman's style, particularly after TV3's successful campaign to brand 6pm news presenters as "working journalists". "Unfortunately the Sunrise hosts haven't got 'working journalists' written all over them - they've got the opposite."
