TV3 wants TVNZ for breakfast

TV3 will take it to TVNZ on all the news fronts this year by launching rival breakfast and midday news programmes.

Mark Jennings, TV3 head of news, said it was a "good time to attack on all fronts" after 3 News had a successful year up against a state broadcaster he called "that inefficient cumbersome vehicle that resides in Hobson St".

"If you become the market leader at breakfast and midday, you're almost certainly going to end up the market leader at 6pm. It's part of our overall strategy to be dominant in news and current affairs."

TVNZ head of news Bill Ralston said he welcomed the rivalry at breakfast and midday.

"I've got no problems with competition.

"It sharpens up everyone's act. There will be a ferocious competition for about 4 per cent of the audience in the mornings."

TV3 and TV One already draw comparable audiences in the late-night news slots, and Mr Jennings did not expect breakfast and noon to be any different.

His news shows had already forced TV One into defensive manoeuvres, such as the return to two news readers, he said.

The low ratings for Breakfast were not because of the time, but because of the product.

"I don't think TVNZ are supplying the market with an attractive enough product. The show needs to be a lot more fun, a lot more informative, a lot pacier. It just needs the 3 News touch on it."

Mr Ralston said he had lifted Breakfast's resources this year, increasing the number of reporters, boosting sport analysis and expanding the weather service.

Media buyer and chief executive of Total Media, Martin Gillman, said TV3's announcement was good for advertisers, to whom breakfast television appealed.

"It will increase the viewing audience."

He described Breakfast as "a bit tired" in its format.

"I assume TV3's will be more upbeat."

The new shows, which begin mid-year, will also liven up the already tense battleground in the 6pm slot, in which One News has been steadily losing audience in metropolitan areas to 3 News.

TV One's new line-up of Simon Dallow and Wendy Petrie starts on Monday night.

Mr Ralston was adamant the ratings tide would shift back in TVNZ's favour over the next four months.

He refused to discuss TV3 or the events that plagued him last year, such as employment disputes with producer Melanie Jones and presenter Susan Wood.

"Last year was last year and this year is this year.

"We have a fresh line-up and a fresh production team, and people will notice changes, but it will be evolution rather than revolution."

Mr Jennings agreed that ratings were cyclical and said he was not getting complacent "or you go backwards so fast you can't see your feet".

"At some point, hopefully 10 years after I've gone, TV3 will be on the downward slope again and TV One will be on the rise. But not now."

TV3 newsreader Mike McRoberts said he was looking forward to returning to the challenge.

He said he was surprised at the success of the bulletin since he and Hilary Roberts replaced John Campbell and Carol Hirschfeld a year ago.

"We can't have asked for a better year. In terms of what we were hoping to achieve, we did that and possibly a bit more."

Close Up was also due to start on Monday. TV3's Campbell Live will return two weeks later on February 7.