ITV confirms major shake-up of Daybreak

Broadcaster ITV has confirmed plans to make significant changes to its underperforming morning show 'Daybreak', which could be renamed 'Good Morning Britain'.

Daybreak: hosts Aled Jones and Kate Garraway
Daybreak: hosts Aled Jones and Kate Garraway

According to sources, ITV is looking at introducing new presenters, a more news-led format and might even rename 'Daybreak', after viewing figures continue to disappoint more than three years since it replaced GMTV.

The show, presented by Aled Jones and Lorraine Kelly, attracts around one million viewers in the mornings, compared to 1.5 million for rival 'BBC Breakfast'.

ITV’s director of Daytime Helen Warner is in the process of reviewing the whole of ITV’s Daytime schedule.

Adam Crozier, chief executive of ITV, confirmed the broadcaster is reviewing the content and production of a number of its morning shows, and singled out struggling 'Daybreak', "because we think the performance can be better".

Crozier said another area of the business perceived to be underperforming was ITV's men's channel ITV4. He said: "ITV4 did not have its best year… we need to improve the programming".

Among the speculation starting to mount is the hiring of BBC Breakfast’s news reader Susanna Reid to present the show, which could be renamed 'Good Morning Britain' or 'Good Morning UK'.

Daybreak has undergone several make-overs since making its debut with presenters Christine Bleakley and Adrian Chiles in September 2010, who controversially left the BBC’s 'The One Show' for the rival TV programme.

Chiles and Bleakley left the show in November 2011, with viewing figures plummeting as low as 500,000. Kate Garraway and Dan Lobb took over, who were then replaced by Kelly and Jones within the year.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published