Originally Posted by Bushmills:
“This is where I don't get you, George. If you were a TRUE friend of of ITV you would accept that Daybreak has been a disaster and urge them to replace it with something better (not too difficult, get good presenters, replace the Heat- style "news" agenda with something more substantial, and reduce the number of ridiculous competitions). Instead, you make excuses for it and display the sort of complacency which means ITV will never give the BBC a run for its money in that slot. Which it once did. Very successfully.
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Broadcast reporting on yet another revamp.
One of the key findings of the review, is to change the set once again!
Quote:
“Daybreak braced for latest overhaul
ITV is preparing to give Daybreak another major overhaul as the breakfast programme’s ratings continue to falter.
Helen Warner, who was named as ITV’s director of daytime in May, has been conducting a review of the show over the past few weeks and met with staff this morning to share some of the changes under consideration.
The former Channel 4 daytime boss is keen to address continued audience dissatisfaction with Daybreak in a bid to win back viewers from BBC Breakfast, which has continued to perform well following its move to Salford last year.
Although Warner’s review is not complete, it has shown Daybreak’s set needs to be changed to connect more with viewers and the show’s general tone also needs to be examined.
It is thought Daybreak needs to feel more like an early morning breakfast show and soften its more generalist daytime style. Changes are expected to be made in spring 2014.
Daybreak has been tinkered with regularly since its disastrous launch in 2010 with Adrian Chiles and Christine Bleakley. The programme’s most recent overhaul at the beginning of September last year, introduced new presenting duo Aled Jones and Loraine Kelly, as well as changes to the look and tone of the show.
Broadcast understands that Warner was asked some “tough questions” during the 30-minute briefing this morning, which was attended by most staff and talent.
Although she recognised that changes are necessary, she emphasised that the programme has “improved greatly” over the past year, with better exclusives, star guests and human interest stories.
However, this has not contributed to a boost in ratings – in fact its audience has decreased by more than 10% year on year.
Daybreak ratings
Daybreak, which on weekdays from 6am-8.30am, has averaged 635,000 (16%) viewers since the start of September, compared with 718,000 (17%) during the same period last year.
In contrast BBC Breakfast has averaged 1.5m (35.4%) since September.
An ITV spokeswoman said: “Helen Warner has been in her role as ITV director of daytime for just over three months and is naturally looking at the whole of the daytime schedule. A review of Daybreak is a key part of this.”
Daybreak is produced by ITV Studios and is currently edited by Karl Newton, who took over from David Kermode last year.
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http://www.broadcastnow.co.uk/news/b...contentID=2298
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