Good Morning Britain facing the axe
- Bang Showbiz
- 2 June 2014
'Good Morning Britain' could be axed by ITV after just a month on air, according to insiders. ITV may replace the show with cartoons
'Good Morning Britain' could be axed after just a month on air.
ITV bosses are said to be distraught that the high-profile new breakfast show, fronted by Susanna Reid, has attracted even less viewers than predecessor 'Daybreak', which was considered a flop.
Now the channel is considering axing its breakfast slot all together and airing cartoons and other programmes in the early morning.
The news comes after 'Good Morning Britain' fell to a ratings low of 270,000 viewers last Monday (26.05.14), while rival 'BBC Breakfast' pulled in 1.17 million viewers.
A key ITV insider warned the show "cannot survive" with such low ratings.
The source told The Sun newspaper: "No-one is expecting to beat the BBC and no-one is expecting to get over a million viewers. But we do want it to get above 15 per cent [of potential viewers] -- or it is toast."
The insider added: "[ITV boss] Peter Fincham has too much riding on this. It will get at least six months. Then it could just go and be replaced by cartoons."
'Good Morning Britain' launched in April after ITV lured Susanna away from BBC with a £400,000 salary.