TV3 have decided to have a crack at breakfast TV.
Presently eight people watch TV1's Breakfast but TV3 is confident it can attract at least three people to its show.
It might be overestimating Sunrise's appeal, especially - for reasons that are hard to fathom - one of the presenters will be the awful James Coleman.
Coleman has a long track record in journalism. Er, no he doesn't. Coleman has spent most of his time cavorting around on pop music radio.
This is patently evident on Radio Live where, unless he has access to a website or some hard copy, he flounders.
But apparently lack of knowledge is no barrier to fronting a news and current affairs show on TV3.
Nor will he be giving the prospective viewer a different political perspective. Like Paul Henry on TV1, Coleman is yet another right-winger. How right wing? Well, on Radio Live he blamed the unfortunate Ms Muliaga for having her power cut off. He even went on to speculate that she was possibly spending her money on 'smokes'.
Coleman's co-host is Carly Flynn. She used to be Carly Kirkwood but just because she got married, she ditched her own family name. Very emancipatory, we don't think.
She's done an ok job reading her lines on Nightline, although she's got an irritating habit of making 'bedroom eyes' at the camera and her hair seems to be a continual work in progress.
Her inspiration is obviously more Kelly Ripa than John Pilger.
Coleman and Flynn will be getting up for sunrise - its unlikely that many other people will be though.