Daybreak set for name change?

Producers of 'Daybreak' are considering changing its name in a bid to claw back viewers to the ITV1 breakfast show

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Adrian Chiles and Christine Bleakley

Adrian Chiles and Christine Bleakley

Producers of 'Daybreak' are considering changing its name in a bid to claw back viewers.

Bosses on the troubled morning show have seen ratings slump to just 580,000 this week and are in the process of holding emergency meetings to try and turn viewing figures around.

Staff working on 'Daybreak' - dubbed 'Daybroken' since replacing 'GMTV' in September - have been told to answer phones with "ITV breakfast" until a decision has been made.

An insider told The Sun newspaper: "High-level meetings have been held about what to do to halt the crisis. Changing the name has been discussed. It would cost a fortune but if it gets people to tune in then it would be worth it."

'Daybreak' - fronted by former 'The One Show' presenters Adrian Chiles and Christine Bleakley - originally attracted 1.5million viewers at its launch two months ago, but since then, the public have switched off in their droves.

So far, bosses have transformed the 'Daybreak' set with colour panels and plants to make a more appealing, softer set in a bid to attract more viewers.

Meanwhile, show chiefs are also said to have asked ITV Studios - who make jungle reality show 'I'm A Celebrity. Get Me Out Of Here' and 'This Morning' - for help and advice.

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