ITV 'can't afford' to axe Christine and Adrian
- Bang Showbiz
- 14 June 2011
ITV bosses reportedly want to axe 'Daybreak' presenters Christine Brinkley and Adrian Chiles, but can't afford the £4 million payoff
ITV bosses want to axe 'Daybreak' presenters Christine Brinkley and Adrian Chiles, but can't afford the payoff.
Contractual obligations mean the broadcaster would have to pay out £4 million to the presenters -poached from the BBC to front the show - to cover their three-year contracts, and its finance department has reportedly claimed the channel can't justify the cost.
Bosses are said to be desperate for a shake-up of the show, as it commands only around 700,000 viewers each morning, roughly half that of rival show 'BBC Breakfast' and 200,000 less than 'GMTV', the show 'Daybreak' replaced.
A source explained: "It's a common thing in television. The original faces on 'GMTV' didn't work, it was only when it was overhauled after six months on air that they became successful.
"The same needs to be done here. People have had a look at Christine and Adrian in the mornings and said, `No thanks'. There was too much hype and fanfare about them. The show is horribly underperforming and needs to be fixed."
Meanwhile, advertising revenues are said to have halved since the show hit screens in September 2010.
The source added to the Daily Mirror newspaper: "We spent £15million on 'Daybreak' and we've gone backwards. It needs sorting."
A spokesperson for the show said: "We have no plans to change Daybreak's presenting team. 'Daybreak' has continued to see steady growth in viewing particularly amongst housewives with children and younger viewers, and we continue to listen to feedback from our audience and develop the show."