In an attempt to take on WCSH and WGME in order to become more competitive, WMTW adapted its news department to appeal to change in viewer habits. It added a weekend morning show on January 2, 2010, offering an alternative to WCSH. Prior to this addition, the station only aired local weather cut-ins during the weekend edition of "Good Morning America". WMTW starts its weekend morning news at 5 a.m., while WCSH begins its weekend morning news at 5 a.m. on Saturdays and 6 a.m. on Sundays; WGME has no local morning newscast on weekends except for during severe winter weather.