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They may be fierce rivals but Today and Sunrise have one thing in common – and it’s really annoying

BBG News

7’s Sunrise and 9’s Today are well-known for their prolonged competition over ratings and contrasting presentation approaches.

But the breakfast show rivals appear to have one thing in common – they rarely finish on time.

Based on recent findings, both programs ran beyond their typical duration multiple times during the last month.

According to the industry blog TV Tonight, neither Sunrise nor Today was able to conclude their broadcasts before 9 am during the month of May.

As a devoted admirer, I can’t help but notice that, going by what I’ve read in publications, Sunrise seems to be nibbling away at the airtime of my beloved morning staple, The Morning Show, from Monday to Friday.

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Extended episodes of Sunrise occurred across five episodes in one week. 

One episode on May 22 finished at 9.14am – the start time for The Morning Show.

Over on Nine, the survey found a similar story.

The show “Today,” hosted by Karl Stefanovic and Sarah Abo, stretched beyond its scheduled hours for a full five days. On May 23rd, one particular episode concluded as late as 9:13 am, which was significantly after the usual 9 am start time of “Today Extra.

The report suggested that issues at both networks might cause a significant drop in their midday viewership ratings, or put another way, it may lead to a noticeable dip in their morning program ratings.

In my professional perspective, I must share that the longer airtime for Today is primarily because of the unfolding news events, or as we like to call them, “breaking stories.” These events demand immediate attention and coverage, ensuring our viewers stay informed and updated.

As a daily news and contemporary events show, Today naturally adapts and reacts to the constantly evolving news scenario, they noted.

At 9 a.m., our news broadcast may change in length based on the number and significance of the day’s events. Our priority is ensuring we provide our viewers with thorough, up-to-date news coverage.

Daily Mail Australia has reached out to Seven and Nine for comment.

The Australian Communications and Media Authority provides recommendations on the design of an Electronic Program Guide (EPG), a system that operates independently and contains content ratings suitable for parental guidance.

It’s suggested that the “Program” field in the Electronic Program Guide (EPG) should be updated instantly to reflect the “Currently Airing Program.

Although there’s no strict rule that obliges broadcasters to adhere to the EPG (Electronic Program Guide) principles, we still keep track of their compliance through various methods, such as addressing public complaints, to assess how well they uphold these guidelines. (ACMA spokesperson to TV Tonight)

In simple terms, Bridget Fair, the CEO of FreeTV Australia, explained to the press that the EPG 7-day schedule functions as a mere prediction, emphasizing the need for adaptability when it comes to covering unexpected news events in the free-to-air sector.

As a devoted fan, I can’t stress enough how crucial it is that what appears on the Electronic Program Guide (EPG) matches the actual broadcast. This is vital because if the information isn’t accurate, key functionalities like the parental lock won’t function as intended.

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2025-06-02 07:18

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