10AM was among the first of a run of magazine-style arts shows to screen in a morning weekend slot. Debuting on TV1 in mid 1990, it was hosted by Radio New Zealand veteran Kathryn Asare. 10AM mixed reports and studio interviews (conducted by Asare) on various topics involving the Kiwi arts scene. Producer Gil Barker felt Asare was a television natural, fighting pressure to give the role to an established “telestar”, or change Asare’s image. He also brought in writer Peter Hawes to help bring a lighter touch to the show than arts programmes from the past.