Ten announces breakfast line-up and includes two women in program at the same time as Melbourne’s Mix 101.1 makes similar decision.
Channel Ten is the latest news and entertainment provider to announce its talent line-up for 2012, with Magdelena Roze and Kathryn Robinson joining the network's Breakfast timeslot.
Robinson, a mother of two, has been a Ten regular for some time now making appearances on The Project in addition to her role as news anchor, while former Weather Channel meteorologist Roze is a relative new-comer to the television station.
Roze said: "I've had such a fantastic journey at Ten so far and now I'm really excited to enter brand new territory with Breakfast."
Controversial Kiwi Paul Henry will sit alongside the pair with local Andrew Rochford as part of the station's revamped current affairs strategy, which has seen hit program The Project extended and starting at 6.30 PM after the decision was made to axe George Negus.
Despite the controversial decision to drop industry stalwart Negus, it seems that the new-look team is keen to learn from this experience and do their best to boost ratings.
"Ten is offering our viewers a fresh start to the day and I'm delighted to be involved," asserted Robinson.
Head of news and current affairs at Ten, Anthony Flannery, said: "The chemistry between these four personalities is exactly what we are after for Breakfast."
"It was obvious from the beginning of auditions that they have a dynamic with a difference; unpredictable but the perfect start to the day."
Flannery made it clear that the decision to add more women to the show's format was in keeping with the broadcaster's values, which were described as: "spontaneous, unexpected and cheeky".
Ten is not the only brand looking to change its image and in doing so broaden its appeal by putting women hosts in key time-slots.
Earlier this week senior executives Australian Radio Network (ARN) announced that former Neighbours and Home & Away star Jane Hall will join ex-Ten personality and Logie winner Chrissie Swan as a presenter on the Mix 101.1 breakfast program.
The significance of Hall's appointment in what has for many years been a male-dominated industry was not lost on ARN's national content director Duncan Campbell, who said: "To hear two women on the air entertaining Melbourne will be refreshing and I'm excited that we've been able to make this happen."
In a tweet to Chrissie Swan, radio veteran Wendy Harmer expressed her delight in seeing more women take centre stage in true Harmer style, saying: "@chrissieswanTWO women on brekkie radio? Senior radio exec told me in 2011: "bad enuf being nagged by your wife, let alone TWO women!'Chookas!"