Good Morning Britain facing the axe

'Good Morning Britain' could be axed by ITV after just a month on air, according to insiders. ITV may replace the show with cartoons

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Good Morning Britain

Good Morning Britain

'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.

Comments

1. ilga2 Jun 2014, 1:34pm Report

Please take good morning britain off. It is an assault on the eyes and ears and why do we need an American style breakfast show ? It is garish to watch and trivial in content. Please keep Lorraine which requires some intelligence to watch

2. Cushty Mushty2 Jun 2014, 5:11pm Report

Better alternative: Move ITV's weekday start up time to 1:30pm and closedown before midnight. Problem solved and saving money in the process.

3. David Cam5 Jun 2014, 6:22am Report

How about making it a light weight news show with Fashion/Showbiz/Baby leaning, with competions and travel slots and and a gym trainer called Mr Motivator? How about rebranding the show Good Morning Television, or even GMTV?

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