In since-deleted article, Woman's Day reported the show costs around $10 million a year to make, including the $2 million it costs for Larry and Kylie, and Seven is reportedly considering the shock move of axing the show altogether.
A source told the publication, "The plan is to extend Sunrise by an hour each day and use the same team," adding the collapse of the TV ad market has hit The Morning Show especially hard.
"There have been lots of closed doors meetings, and it hasn't been signed off, but it's looking like a very attractive option to the executives. It's a huge saving."
Because The Morning Show is aimed at a younger audience than Studio 10 and Today Extra, it's been tough to get advertisers.
An insider explained, "Let me put it this way – young people don't buy steam mops off television."
"Those sort of advertorials work on a show like Studio 10 because it has an older audience."
Sunrise is still commanding a huge lead against rival breakfast shows with one source saying they're "surprised they haven't moved to do this earlier".
Stars at Seven have already taken on a 20 per cent pay cut due to coronavirus affecting advertising, so Sunrise's David Koch, Samantha Armytage, Natalie Barr, Edwina Bartholomew and Mark Beretta will work an extra hour a day for less money it seems.
"I'm not sure how the talent are going to feel about it, but it certainly makes sense from a financial point of view," another insider told the publication.
Seven has endured huge losses this year and have lost many advertisers as the Olympic Games were postponed and the AFL season was delayed.
Seven’s Network Director News and Public Affairs, Craig McPherson, told Yahoo Lifestyle, however, the reports are "complete rubbish".
"Complete rubbish. The Morning Show has been a dominant market leader for well over a decade. Advertisers are justifiably queuing up to get on the program," he said.
Larry and Kylie have been hosting The Morning Show since it began in 2007.