ITV welcomes Daybreak
- Bang Showbiz
- 9 July 2010
'GMTV' will be replaced by new ITV1 breakfast show called 'Daybreak', which will be fronted by Adrian Chiles and Christine Bleakley from September
'GMTV' will be replaced by new ITV1 breakfast show 'Daybreak'.
The 17-year-old programme will be rebranded as the new look morning show fronted by former 'The One Show' co-stars Adrian Chiles and Christine Bleakley, and will consist of both "credible journalism" and "lifestyle features".
A spokesperson for ITV said: "Joining anchors Adrian and Christine will be an unrivalled team of special correspondents tasked with setting the day's agenda; delivering reputation building news and distinctive, credible journalism; engaging entertainment content, major exclusive interviews; as well as eye-catching consumer items, plus health, sport, human interest and lifestyle features."
Alison Sharman, Director of Factual, Daytime and 'GMTV' programmes, admits bosses on the network have done extensive research ahead of their launch in September, to ensure they maintain their "core audience of housewives", while attracting new viewers.
She added: "Since acquiring 'GMTV' we have carried out a thorough review and set out to transform and significantly invest in a business that had been lagging behind its competitors in recent years. Change, both on and off screen, is an essential part of the process in our bid to reclaim the top breakfast show spot."
Lorraine Kelly will also host a new show of her own, which will follow immediately on from the morning programme and comprise of celebrity guests and real-life stories.
Discussing 'Lorraine', the Scottish presenter said: "I love breakfast TV and I am absolutely delighted to be continuing with my own show! I am also very lucky to have an incredibly talented and hard working team and we are all looking forward to September."