10AM was among the first of a run of magazine-style Kiwi arts shows to get 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 local arts scene. Feeling Asare was a TV natural, producer Gil Barker fought pressure to give the role to an established “telestar”, or change Asare’s image. He also invited writer Peter Hawes on board to introduce a lighter touch than previous arts shows.