He earns an eye-watering $1 million a year, but the big bucks may well be stopping for veteran Sunrise host David "Kochie" Koch.
After 20 wonderful years at the helm, the 66-year-old veteran has all but conceded this could be his "last hurrah".
"Kochie would happily be there for another two decades, but he's read the room – the writing is clearly on the wall," a well-placed source reveals to Woman's Day.
"This could be the biggest decision Seven has ever had to make – do they risk losing such a huge asset, which could potentially mean longtime viewers head over to Today?
"If they don't renew him past this year when his contract expires, it could spell the end of their reign as number one for 18 years in a row. But, if he's prepared to play hardball, he might just get lucky and at the very least, get one more year in the chair."
According to the source, there's been plenty of nervous chatter around what happens now after two of Kochie's closest allies – former executive producer Michael Pell and supervising producer Monica Lepore – recently departed the Sunrise family.
"Tongues are wagging, especially with the announcement the new head of morning TV is Sarah Stinson, who happens to be one of Sam Armytage's best mates!" says the insider.
"Kochie has weathered plenty of storms in the past, but it remains to be seen if he can withstand one more – it's a brutal business this breakfast TV!"
Once his time on morning television comes to an end, the presenter will likely spend his days doting over his grandchildren.
He gushed over the role during an exclusive chat with Woman's Day and admitted it beats parenting.
"When you're a parent, it's that time of life when you're building a career and everything's hectic.
"When you're a grandparent, you have a bit more quality time with your grandkids. I don't think you're as," he said.
He also revealed that he wouldn't mind if they chose to follow him into the spotlight.
"I don't really care, as long as they stay grounded and don't get too carried away with all the unrealistic hype around TV," he shared.