The Dawn of Daybreak

Watched the dawn of Daybreak, the re launch of GMTV, this morning. First reaction, there was a lot of purple in the studio. Instead of the old GMTV style of someone talking to you at the kitchen table we were transported to a view of the city of London. I wonder what people in Liverpool think about this?


Adrian Chiles' grumpy act is fine when talking about West Bromwich Albion but will probably fail to appeal first thing in the morning. Accusations of transferring the One Show to ITV have already been made but that’s not the real problem. In fact that wouldn’t be too bad. The show is likely to fall between two stools. One the one hand BBC Breakfast, where high quality journalism, flows effortlessly in a likeable fashion and Sky News Sunrise which has a slick global aura about it. I’m not sure where Daybreak sits.



With ratings plummeting something had to be done, but maybe, all was needed was some editorial guidance. There is nothing wrong with a populist approach –look at the Sun. The difference being The Sun has top class contributors. Daybreak still has a star in Lorraine Kelly but they need more talent in depth.



Richard Madeley, who knows a thing about this type of TV, is pretty pessimistic about its success. Sadly I share his pessimism. Adam Crozier has gone for the Sven Goran Erickson solution when he ran the FA. Hire someone who is expensive but with a proven record, and we all know where that led us.

Ian Prager
Planning Director