Final dawn for TV3's Sunrise and ASB Business

ABOVE: Sunnier times. 

[UPDATE: MediaWorks has announced that a final, live episode of Sunrise will screen tomorrow morning between 7am and 8am, featuring highlights from the show's two and a half years on screen and "a final farewell". NBR trusts Mr Driver will be on his best behaviour.]

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MediaWorks stands behind Campbell Live
Audsley on fate of Sunrise, ASB Business hosts

TV3’s Sunrise and ASB Business have been canned by owner Mediaworks, with the final episodes airing today.

The morning news shows were launched two and a half years ago but staff were only told today, after the shows aired, that the two early morning shows were cancelled with immediate effect.

MediaWorks executive director Ian Audsley told NBR that staff were informed at 9am today. 

Mr Audsley said the business show's sponsor, ASB, was told recently. 

MediaWorks has already held discussions with ASB about alternative sponsorship deals, Mr Audsley said. The ASB contract was not at a rollover point.

In the memo from group managing director Sussan Turner - who was only appointed to the role last month - staff were told the decision had not been taken lightly.

“In the end, it came down to what was the most appropriate thing to do for our business long term.”

At least 20 Mediaworks employees in its television division are expected to lose their jobs, although the company will be offering redeployment “in some cases”. 

ASB Business producer Liz Kirschberg is understood to be among the casualties.

However, with the decision apparently made for budget reasons rather than editorial, there will certainly be some job losses.

The breakfast show – hosted by Oliver Driver and Carly Flynn – only drew an average of 20,090 viewers over the past month, compared to 137,940 people watching Breakfast, according to AGB Nielsen figures.

ASB Business attracted an audience of less than 8000 during that time, while TVOne's NZI Business had an average audience of 35,870

The show did see strong growth during 2009 in the crucial 18-49 demographic, with its share rising by 55.5% over the year, with the ratings growth described as “very pleasing” by news and current affairs director Mark Jennings in January.

But the programme’s inability to build a greater audience saw consistent rumours that it was to get the chop for much of its existence.

Those rumours gained momentum when Mr Audsley - an Australian executive with a long history of television network cuts – was named executive director TV late last year.

Similar rumours have swirled around Campbell Live, but it remains to be seen if that current affairs show has bought more time with Sunrise’s axing.

Appropriately, for a show that has made such liberal use of social media, a Facebook group immediately sprung up called TV3 Bring Back Sunrise and ASB Business.