Slowly but surely, Nine's breakfast show Today has closed in on rival Sunrise.
In the past few months, the long-embattled program has been steadily narrowing the ratings gap.
Now one TV insider tells Woman's Day Nine has a secret plan that will help it grab the number-one spot – poaching weatherman Sam "Sam Mac" McMillan!
According to the source, Today's bigwigs are hoping to nab the TV WEEK Gold Logie nominee in a bid to steal their rival's thunder.
"The big bosses are pulling out all stops to lure in breakfast TV's favourite weatherman," says the insider.
"After Stevie Jacobs left a few years ago, they've realised how much the success of the half-hour weather crosses bring to their ratings.
"While they're very happy with Stevie's replacement Tim Davies, he doesn't have the 'cut-through' Sam Mac has got."
The 38-year-old larrikin is said to be a "big drawcard" for Sunrise, given that he appeals to a wide range of demographics.
"They think he could be the perfect fit for what they're looking for," says the source.
Interestingly, Sam's biggest supporter is said to be none other than Karl Stefanovic, 46, who was sensationally dumped from Today in late 2018 before being reinstated as co-host 12 months later. "Karl is keen to get Sam over so they can get that fun stuff back in the mix," says the insider.
"Karl knows this is his last chance – he's taken a huge pay cut but he has incentives built into his new contract, which would mean bonuses for him if they get ahead of Sunrise.
"In order to do that they will need breakfast TV's secret weapon – and Sam Mac is it!"