Channel 10's mornings shows Wake Up and Studio 10 start on Monday A new chat show for Network 10 starring Joe Hildebrand, Jessica Rowe, Ita Buttrose and Sarah Harris airs soon. SHE is a media icon who already had a bulging diary, but couldn't resist the challenge. He was loving freelancing after kicking off his career on one of Australia's first reality television juggernauts. Ita Buttrose and James Mathison both admit when Channel Ten's director of morning Television Adam Boland came calling earlier this year, committing to a five-day-a-week television shows in a hotly-contested market was not on their radar. But at 6.30am tomorrow Mathison, 35, will hit TV screens alongside co-hosts Natarsha Belling and Natasha Exelby at a beachside studio in Manly to launch Wake Up - Ten's foray back into breakfast television almost one year after the disaster that was the Paul Henry-led Breakfast was axed. Two hours later, the indefatigable Buttrose, 71, will join fellow-panellists Joe Hildebrand, Jessica Rowe and Sarah Harris for the first broadcast of Studio 10 - best described as an Aussie take on US chat show The View. The hype around both shows has been long and loud. It's also a gamble to invest so heavily in two new shows into an already crowded market. None of which seems to faze either Mathison or Buttrose, thanks to their faith in mornings impresario Boland - the man who took a revamped Sunrise to the top on Seven, and has backed himself to reinvent morning television all over again. Mathison made his mark as a young presenter on Australia Idol from 2003 until 2009, before stepping out of the spotlight. For the past four years, he had been enjoying 'freelancing' with bits and pieces for a number of networks - 'a bit of stuff on The Project, Can of Worms, Australia Day live, a bit of Logies stuff, a bit of Weekend Sunrise a bit of Fox Sports'. Then Boland came calling. "He had been at Ten for four days, and now, when I look at everything that has come to fruition with Wake Up, 98 per cent of it he pitched to me in the first week," says Mathison. It made me think 'I could be on a show like this. That is what got me over the line to do it. Buttrose, the woman who founded Cleo, edited Australian Women's Weekly, was editor-in-chief of the Daily Telegraph and The Sunday Telegraph, is 2013 Australian of the Year, President of the Alzheimer's Australia and last year delivered 90 speeches, had no need to add anything else to her professional slate. But Boland's pitch sparked her interest. "It's something I haven't done before, and I thought, 'yes, I'll give it a go'," Buttrose says. I always know whether I'm going to be wanting to do something or not. "While he was talking I was thinking: "love to do it. When I worked for the Packers, Kerry said 'don't pussy-foot, Ita, just do it'. So I don't pussyfoot, I get on with it. While both shows will live and die by the ratings, Mathison and Buttrose are going to let others worry about that and concentrate instead on the show they and their colleagues want to create. For Wake Up, Mathison says that means 'not just trotting out the same stories, the same talk topics or almost soundbite arguments'. "It has to be upbeat, real and genuine," he says. Buttrose feels like she is going back to her roots. I'm looking forward to it because I'm a journalist. That's who I am and who I wanted to be," she says. ""Jess, Joe, Sarah and I are all winners. We are not the sort of people that take on this show and are not determined to get to the very top. I want it to be stimulating and occasionally provocative. Every now and then you have to do something completely unpredictable that takes your audience by surprise. Much like Buttrose herself. LESS than two weeks after its first broadcast, Studio 10 will conduct its first outside broadcast, in the shadows of the Sydney Opera House, for a Pride of Australia medal special on November 15. Studio 10's panel and Pride of Australia host Sandra Sully will live broadcast the annual medal ceremony which recognises 'ordinary Australians doing extraordinary things'. "I have read the stories of this year's nominees with interest," says Buttrose, who will present the People's Choice Award. They're such incredible stories of bravery, courage and 'can-do' throughout our community.