GMTV to replace Daybreak?
- Bang Showbiz
- 28 July 2011
'Daybreak' bosses are reportedly planning to bring back 'GMTV' in the hope of winning more viewers
'Daybreak' bosses are reportedly planning to bring back 'GMTV'.
Senior producers have been drafted to the ITV1 breakfast show - which was launched last September in replace of 'GMTV' - in a bid to overhaul it and help presenters Adrian Chiles and Christine Bleakley recapture the "warmth" of its predecessor.
A source told The Sun newspaper: "It's back to basics time. The feeling is it needs to go back to the 'GMTV' format of the warm tones. It's been on air nearly a year and still can't pull in the numbers we thought it would."
The show now has on average 700,000 viewers, which is half of its rival 'BBC Breakfast' and 100,000 fewer than 'GMTV'.
However, ITV boss Adam Crozier insists the show won't be rebranded and they want to work on improving 'Daybreak'.
He said: "'Daybreak' is the brand and the name. I don't think that's the issue. We've moved it into the ITV Studios, where we make all our daytime programmes.
"We're looking for a new editor. When we find one we'll look at it. We want to see it improve but it's coming from a stable base."
Presenters Adrian and Christine were poached last year from BBC programme 'The One Show' and both signed multi-million pound contracts with ITV.