Bad news for Daybreak
Last month ITV re-launched its breakfast offering with Daybreak.
The move saw most of the presenters of its predecessor, GMTV, axed and replaced with shiny new replacements, Adrian Chiles and Christine Bleakley. ITV is reported to have paid upwards of £6m to lure them away from the BBC's hugely successful The One Show.
Unfortunately for ITV, new figures show that fewer people are watching Daybreak than watched GMTV. This follows huge investment in a new studio and a revamped format, designed to move away from the frothy celebrity focus of GMTV towards a harder news agenda.
The Guardian's write-up of the situation has attracted a fair few comments, many making valid points.
ITV has taken the laid-back approach of The One Show, an early evening programme, and applied it to breakfast TV.
They seem to have forgotten that most people watching have five minutes at most, usually while shovelling Cornflakes into their mouth, to get the day's headlines. Watching indulgent on screen "banter" between two overpaid presenters isn't a priority.
Ladbrokes is offering odds of 4/1 that ITV will dispense with the services of one or both of its presenters before Christmas, but I'd venture even better odds that it is regretting spending so much money on them in the first place.
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