ITV planning Daybreak shake up

Lorraine Kelly

Lorraine Kelly

ITV bosses are said to be planning another shake up on 'Daybreak' in a bid to improve viewing figures.

ITV bosses are reportedly planning to revamp 'Daybreak' again.

The morning show is set for a shake up in another bid to boost ratings past the one million mark, and while current hosts Lorraine Kelly and Aled Jones are said to be liked by viewers, channel chiefs are inspecting every detail of the programme to figure out how it can be improved.

A source told The Sun newspaper: "ITV depend on 'Daybreak' to kick off their advertising each day, so they desperately need the show to be a success.

"Despite all the big budget changes made so far, ratings are still flagging around the one million mark.

"Lorraine and Aled work well together on the sofa and they are well liked.

"But no stone is being left unturned when it comes to improving the show's ratings.

"The new director of daytime, Helen Warner, has been tasked with getting the show out of the viewing figures rut - and she is looking at every detail."

A spokesperson for ITV said: "We review all of our programming on an ongoing basis."

'Daybreak' previously flopped when it first aired in September 2010 with hosts Christine Bleakley and Adrian Chiles following their defection from BBC One's 'The One Show'.

The presenting pair were axed from the programme in November 2011 after ratings dropped and rival 'BBC Breakfast' saw its figures double.

But the show was revamped and Lorraine and Aled took over in September 2012 in an attempt to boost ratings to more than one million.

However, yesterday's (31.07.13) show received a peak of 800,000 viewers, with an average of 500,000, compared to BBC Breakfast's respective figures of 1.9 million and 1.5 million.


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