By Jessamy Tredinnick and Jo Scrimshire For Daily Mail Australia
Published: 05:03 GMT, 8 January 2020 | Updated: 05:21 GMT, 8 January 2020
Sunrise executive producer Michael Pell has blasted the Today show's management in a blistering interview.
Pell, who has a fierce reputation in the industry, accused Nine of treating its stars badly with a string of high-profile lineup changes.
The 37-year-old said he was 'surprised' by the number of people who had been 'sacked that quickly for no apparent reason'.
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The breakfast TV war just got personal: Sunrise executive producer Michael Pell (left, with Natalie Barr) has blasted the Today show's management in a blistering interview
'The audience doesn't like a company that treats people badly,' Pell told News Corp on Wednesday.
'On our side of the fence, there's been very little change in what we've done for many years and I think people appreciate that.'
He added pointedly that the Sunrise team weren't 'copiers', as if to imply that the Today show was somehow derivative.
'The audience is punishing them': Pell, who has a fierce reputation in the industry, accused Nine of treating its stars badly with a string of high-profile lineup changes. By contrast, he said viewers were drawn to the 'family friendly' vibe of the Sunrise team (pictured)
Taking a swipe: 'When you watch [Sunrise] you feel warm and happy, and doesn't the world need a bit of that right now?' Pell told News Corp. Pictured: Wednesday's Sunrise panel
Pell went on to say that