Adam Boland, the television producer who built Channel Seven's market-leading morning franchises - Sunrise, Weekend Sunrise and The Morning Show - is to leave the network.
Boland broke the news of his decision to leave Seven to friends via his Facebook account.
"Big life decision today. After almost 14 years, I have told Seven I won't be renewing beyond February," he wrote. "It's time to leave home."
Boland steered Sunrise through its march to ratings victory over Nine's long-dominant Today Show.
He was 27 at the time he took on Sunrise, hailed by many as a "boy wonder" who had handed Seven the elusive holy grail of breakfast TV dominance.
Sunrise's victory over Today in 2004 was a turning point in modern television history, ending two decades of Nine's dominance and foreshadowing Nine's comprhensive defeat at Seven's hands several years after.
He followed than in 2007 by launching The Morning Show which also quickly dominated its timeslot, beating Nine and Ten's offerings in the same genre.
In 2007 Seven's long-time rival Nine made an attempt to poach Boland.
His name has also been in the mix as a potential Ten Network executive at different points in the last few years.
Boland was succeeded on Sunrise by its current executive producer, Michael Pell, in 2010.
Since then Boland has served as a consultant to Seven for its morning schedule and manager of Seven's social media strategy.
He has also served as executive producer of Weekend Sunrise.
Boland planned to leave Seven in 2010 but was persuaded by network management to stay on as a consultant to Seven's daytime schedule and social media strategy.
He then took Seven to court in 2011 in an attempt to seek release from his contract.
At the time there was speculation he planned to follow former Seven executive James Warburton to the Ten Network.
Boland has told friends he has no plans beyond an overseas holiday.