A conflict between WIN and its long-time metropolitan partner, the Nine Network, arose in mid-2007 with PBL Media, Nine's parent company, requesting 40% of the network's advertising revenue in return for program supply. WIN's owner, WIN Corporation rejected this offer, expecting to pay only 29% (a 3% decrease from the previous contract and in line with many of the network's competitors, such as Prime Television and Southern Cross Ten). The network's owner, Bruce Gordon, subsequently threatened to sever the network's affiliation after negotiations stagnated, stating that his previous position at the Paramount Pictures Corporation meant he could program the network independently. On 16 August 2007 WIN Television dropped key Nine Network programs from its daytime television schedule, including "Mornings with Kerri-Anne" and "National Nine News: Morning Edition". The end result was that WIN SA began to change affiliation from Nine to the Seven Network and the change was announced on 4 September 2007, for the network's eastern South Australian stations in Mount Gambier and the Riverland. The new program schedule is a mixture of Seven and WIN programming and commenced broadcasting on 1 October 2007. Two years later, WIN officially relaunched its Nine Network service with the new channel, now known as WIN SA, carrying NWS from Adelaide and all Nine News programs but with local advertisements inserted to serve regional viewers.