Geelong contestant wins $10,000 on Winning Arvo as Alex Cullen leads Seven's afternoon shake-up

Deborah from Geelong was reduced to tears on Tuesday after a video chat with Channel Seven’s new afternoon host, Alex Cullen, when a coin on Winning Arvo landed in the $10,000 slot and the prize was awarded. The moment came during a live-style segment in which contestants choose where to drop a coin on a virtual game board; a landing in the ten-thousand-dollar space meant a life-changing sum for the participant. As the prize appeared on screen, Cullen leaned in with a smile and asked the stunned contestant to describe how she felt.

"Oh my goodness! You just won $10,000! I'm not kidding, how do you feel right now?" Cullen said, prompting a visibly overwhelmed Deborah to speak through her tears. "I actually want to cry! Thank you so much! It is going to make a hell of a difference, now we can paint our house!" Deborah said, adding that the money could also help her sick husband. Cullen offered reassurance and congratulations, telling her, "Deborah, I am so happy for you and your family!"

The moment underscored Seven Network’s broader push to redefine its daytime lineup. Seven unveiled Cullen as a central figure in its new afternoon programming, described internally as Winning Arvos, a plan described by network insiders as a mix of news updates and on-air giveaways designed to drive viewer engagement during weekday afternoons. Viewers were told they would see fresh game-show content interwoven with news updates from Cullen, anchoring the hour with information and a rolling sequence of prize opportunities. The network indicated Cullen would deliver news updates on the hour, every hour, from the Melbourne studio, while hosting a slate of giveaways throughout the afternoon.

The Expanded Afternoon strategy is part of a broader Seven shake-up that aims to keep audiences tuned in across multiple formats. The plan positions Cullen not only as a presenter but as a face of Seven’s daytime offerings, a departure from traditional hour-long news blocks toward a more interactive, entertainment-oriented schedule. The company has signaled that the refreshed lineup will feature a daytime news bulletin sandwiched between game-show content and hourly giveaways, signaling a concerted effort to blend information with audience-friendly competition.

Cullen’s return to Seven is part of a broader narrative about his career trajectory. The veteran journalist previously spent a decade with Seven, including a stint on the network’s current affairs program Sunday Night from 2010 to 2019. Earlier this year, he was released by Nine after a highly publicized incident in which he accepted $50,000 from The Block entrepreneur Adrian Portelli. Portelli publicly posted what appeared to be a bank transfer to Cullen after the two interacted on air; the episode sparked discussions about journalistic independence and ethics. Nine subsequently parted ways with Cullen amid the fallout.

Ethics guidelines for journalism emphasize independence and avoidance of conflicts of interest, including the acceptance of money, gifts, or other benefits that could influence reporting or perception of influence. The Media, Entertainment and Arts Alliance has long maintained that accepting cash or gifts from sources or promoters can undermine a journalist’s impartiality. In the wake of Cullen’s recent career moves, industry observers have reiterated the need for clear boundaries between on-air activity and external incentives.

Seven’s strategy emphasizes not only a refreshed content slate but a multi-hour news presence, with updates delivered hourly from the Melbourne studio alongside the new giveaways. A spokesperson for the network described the initiative as a total shake-up of the afternoon schedule, emphasizing more news, more interactive game content, and more opportunities for viewers to win prizes at home. The plan, according to insiders, aims to position Seven as a dominant daytime destination with a blend of information and entertainment.

The Winning Arvos concept arrives amid a competitive TV landscape where networks have increasingly sought to fuse news cadence with consumer-driven gameplay. While the exact lineup and timing are still evolving, the model reflects broad industry trends toward shorter, more frequent information updates paired with interactive audience participation. For Deborah, the immediate impact is personal—a surprise windfall that will make a tangible difference for her family. For Seven, it’s a first public moment in what executives hope will become a defining era for weekday afternoons.

Images associated with the moment contextualize the segment for viewers:

As the network continues to roll out its Winning Arvos lineup, observers will be watching not only for prize reveals but for how Cullen, or any host, anchors a daytime environment that blends news with entertainment and commerce. The approach signals a deliberate pivot toward a more interactive, audience-driven afternoon that could reshape traditional ratings dynamics in the Australian television market.