Critics have said the BBC1 programme has struggled to attract big name guests onto its sofa when it moved out of the capital, but it has not dented its ratings. ITV recently completed a review of its ill-starred breakfast show Daybreak, which has stumbled through various incarnations and presenter line-ups since replacing GMTV three-and-a-half years ago, but still trails far behind its BBC1 rival in the ratings.
Chiles and Bleakley left after only 15 months after Daybreak's launch and the programme, which has been through four editors in less than four years, regularly has less than half the audience which tunes into BBC1's Breakfast. Daybreak typically averages around , viewers against BBC1 Breakfast's 1. ITV's announcement on Monday follows weeks of speculation that Reid would switch channels, and a warning from a former ITV daytime chief that Reid was not the answer to its breakfast woes.
Changing the presenters isn't going to solve any of this," she told Radio 4's Media Show last month. I would not take on a new presenter — I would leave the team as it is and I would concentrate on spending the money on getting a couple of really powerful people to work with me to sort out the content. Jones said: "What more can I ask for than a mix of all of the things I love. Stay signed in. Forgotten password? Get the very latest news and insight from Campaign with unrestricted access to campaignlive.
Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day. Daybreak: hosts Aled Jones and Kate Garraway. Advertising TV Advertising.
Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered? Email address. Become a member of Campaign Get the very latest news and insight from Campaign with unrestricted access to campaignlive. Kelly and Jones are the sort of presenters you can imagine cooing at pictures of baby animals for two hours or modelling a succession of novelty jumpers knitted by viewers.
All the signs are that Daybreak will become a haven for those seeking to be eased into each morning by a friendly face, a handful of gentle interviews and a surfeit of heartwarming human interest stories. Admittedly, that's not for everyone. But it's surely better than a furious Adrian Chiles. And it's not as if the competition for breakfast viewers is that stiff — BBC Breakfast's move to Manchester appears to have hobbled it fatally, with no solution in sight.
Such a busy show thrives on the quality of guests it can book, and the prospect of a four-hour schlep up a motorway to spend six minutes promoting a product at a bored interviewer seems to be putting people off.
0コメント