In many markets where A&O works we are seeing stats which show about half of what used to be radio's at home pre-8 am audience is now 'listening' to morning TV, using "Today" "Morning News" R&K and "GMA"as if they were informative and entertaining radio shows. Now, according to NY Post's Michael Starr, comes another post 9 am competitor for your morning show. It will air on the Fox-owned stations starting in 2007 and will be co-hosted by Mike Jerrick and Juliet Huddy, who currently co-host FNC's "DaySide."
--Fox TV stations operations president Dennis Swanson."People 30-and-under are getting their information off the Internet as well as off TV . . . and the mid-morning is when it's beginning to hit prime-time for the Internet. We see this as an expansion that only makes us stronger, programming-wise, and is consistent with our news and entertainment philosophy."
In light of this development, I'd decide what kind of morning show you have - one that outperforms the station and thus might do better to be more interactive in the 8:30-10 am quarter hours OR one which is best configured to be music intensive to make the most of at work and in car listening. Our bucket is about to develop one more leak and the best defense is to decide whether your quarter hours come from your music image or your morning fun and information position.
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ARE WE SHORT ON NATIONAL morning, gabbing TV shows? Did we need one more?
Fox thinks so. It'll come up with one in January. But it won't be completely national at first, launching on Fox's 25 owned and operated stations--most probably with Fox News Channel's "DaySide" hosts Juliet Huddy and Mike Jerrick.
Maybe Fox thinks with Katie Couric leaving the morning programming ranks, there is room to move. Surely, there is still some advertising money available in the morning, according to media executives.
This is the second significant programming attempt since Roger Ailes took the throne of chairman of the Fox Stations Group and Fox News Channel. The first was the daily syndicated show "Geraldo at Large," which airs on local stations and is widely promoted by Fox News.
Fox has gone this way before, trying to extend its reach in both early morning and late night. These moves haven't always been successful. For example, Fox tried with the Tom Bergeron-hosted effort with "Fox After Breakfast" in 1996, which came out of FX's "Breakfast Time" that ran from 1994 to 1996.
But now, in a world of diminishing traditional TV programming, in terms of average ratings per show, it would seem to be hard to crack into a new programming daypart. And, while there is plenty of big ad dollars at stake, the CPM growth in almost all traditional TV programming seems to be slowing down over the past few years.
Perhaps five years ago, this would have been a good move for Fox. But in 2006, is it too little too late in programming early?
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