The Seven Network’s long-time television producer, Adam Boland, has joined Network Ten as director of morning television.
Boland, who resigned from Seven last week and announced his decision to leave after almost 14 years via Facebook, will join Ten on March 18.
The hiring is one of the first under new CEO, Hamish McLennan, and signals that the network is getting set to start a new push into breakfast television, an area currently dominated by Seven and Nine.
McLennan said: “The appointment of Adam to this new role is further evidence of our commitment to signing the best talent for Ten.”
“Adam will further bolster our already very strong Ten News team.”
Boland (pictured), who was most recently director of social media and strategy at Seven, is credited with building Sunrise and The Morning Show into market leaders.
The decision to join Ten was a “no-brainer” for Boland, who said Ten is a place “where I can have some real fun”.
“I’m truly excited about my new role at Network Ten. I firmly believe in Hamish and his management team, the plans they have for the company and their strong commitment to innovative programming.”
Ten’s recent forays into breakfast TV have not been ratings winners with the Paul Henry-led Breakfast and the morning news bulletin both receiving the axe in November last year.
Morning-chat show The Circle was culled in earlier in 2012.