I think that's it... Reid isn't the reason for good ratings, its programme content. So despite swopping presenters on BBC Breakfast, ratings remain fairly even. It would make sense for Reid to travel less for much more money but she isn't going to bring in higher or lower ratings , the formula of the programme will gain itv the extra viewers they want.

I'd be amazed if ITV haven't learned from Chiles/Bleakley. Nothing they can do will change the situation in the morning. People don't check out something new, breakfast TV is a very passive affair. Unless BBC Breakfast really annoys people, Daybreak won't pick up at all. And continually changing Daybreak will just annoy its own viewers.


Which part?

Didn't Chiles have a Sunday night chat show on ITV which seems to have disappeared without trace - I suspect he will do so too after the World Cup, he's already trying to ingratiate himself back with the BBC on 5Live.

Viewing habits dont easily change in the morning. It is difficult to see what itv are meant to do in order to shake viewers from the BBC Breakfast programme without replicating it. Perhaps they need to go down a completely different route and go for a much younger demo.

Maybe they should go down The Big Breakfast route? Airing a poorer version of Breakfast is not going to make people turn over.

Is it just me or do ITV have a few problems they need to sort out at the moment?

.....perhaps they should overlap Emmerdale against it...on second thoughts that would mean a 14 and a quarter hour edition..... I think

I think there are a few issues they need to address:

- Piers Morgan's Life Stories isn't performing as well as it has done in the past and so Fridays have been very poor for them in the 9pm slot in recent weeks. They need to axe it and find something else.

- Whilst Saturdays haven't been a complete disaster, they should be doing a lot better there across the board. Jonathan Ross, Take Me Out and Splash! may pull in good demos, but the overall ratings for all isn't good enough.

- Dancing On Ice is doing OK, but Rising Star will be a massive risk for them next year. Mr Selfridge is underperforming which is a cause for concern.

- Tuesdays is still doing badly for them. And with no Champions League etc from next year, they need to think of new shows to fill the gap and fill Tuesday nights. ITV should be taking advantage against Holby City. Bake Off proves that you can get a big audience against Holby and dent it a little bit too.

- Edge of Heaven is a brand new comedy-drama coming up for them and I'm unsure over how it will perform. I'm not that optimistic, as ITV are more known for crime drama and period drama these days so I can see audiences rejecting this. Vicious Series 2 is also coming up and I can't help but feel it'll be an uphill battle for the broadcaster to get this show to be a ratings success.

Onto the positives...

- DCI Banks has started well and will hopefully continue to do so. I think ITV can be confident with this one as it's the sort of drama that audiences flock to on ITV.

- Midsomer Murders is still as consistent as ever, pulling in good ratings despite its age.

- The soaps are looking very healthy to me. Overnights may be a little down, but I don't see any cause for concern for Emmerdale or Coronation Street. Emmerdale is extremely consistent, and Coronation Street timeshifts very well to overall strong numbers.

- Thursday nights are doing very well for them with Birds of a Feather and Benidorm.

- Looking ahead, I think Sunday nights for them in Q2 will be very strong for them indeed if they follow the same formula as they did last year. A Catchphrase/Off Their Rockers/Endeavour line up performed very well for them last year and I'm confident the same line up will deliver the goods again for the broadcaster this year.

To conclude... the main channel is going to see huge changes over the next year or two and it's hard to see if they'll be successful or fail (Rising Star, new series to replace sport) and a lot of series are underperforming such as Mr Selfridge, Splash!, Jonathan Ross, Take Me Out and Life Stories. I think ITV need to take a serious look at the performances for these programmes and see if they need axing or if they can perform better in other slots. For example, I think a Sunday night fixed 10pm slot for Jonathan Ross might see figures improve.

Overall, very hit and miss for ITV at the moment I would say.

Itv has denied reports that Dancing on Ice will return in the future without Torvill and Dean.

An ITV spokesperson told the Daily Mirror newspaper today: “Torvill and Dean are the most successful ice dancing partnership of our generation and brought huge integrity, skill and professionalism to the show and with their departure, it feels like the series has reached its natural end.”

They added: “It is always a difficult decision to say goodbye to successful and long running shows but with change comes opportunity and the chance for us to bring in new and exciting programmes for our viewers.”

Reports also indicate that Splash is set to be cancelled after ratings have nose-dived 1.5million viewers from last year.

Well firstly the audience has significantly fragmented - at times half the audience are watching digital channels so that's instantly halving the ratings compared to what a show would have been getting in the late 90s.

Secondly as a nation we have a far higher proportion of the population watching TV night in night out than most other countries, which is a bit of a shame really. I guess the rest of the nation is out having a life.

Surely this weather will mean a series high for the voice, out on a limb here I reckon a low 9 figure!!

The weather may help - watching MOTD it seems to have been an awful day across the country. But as we saw last week, a big rugby lead-in works wonders as well and they won't come much bigger than England vs Scotland. Should be a good night for The Voice.

Will be interesting to see if Take Me Out can pick up a bit from last weeks disappointing rating.

The musketeers is definitely coming back, now the pressure is on even more for the next seven weeks...GULP

Corrie might be stable ratings wise, but unfortunately quality its not.

Benidorm this series hasn't been the best, infact I would say the weakest series in terms of laughs and characters (I like the new family though).

Quite looking forward to Edge of Heaven, its got a good cast and the set-up is promising.

Depends. It's been alright up North. It seems to be the South that that is most affected but that is of course vastly more populated

Saw it on he main page. Its definitely got a lot to prove now, if it keeps dropping then the BBC have got a fairly weak and expensive drama on their hands. I'm quite surprised its dropped so much, but I suspect it will again tomorrow.

I'm in the south west and I haven't seen this type of weather so bad, comparing it to snow days, I would rather be out in that then what's going on now!

I think it may stabilise now, i reckon a series high for Ctm and then the musketeers around the five mark.

I don't think CTM will get another series high, I can seeit averaging 9.1m up 200k from last week. Musketeers at around 5.05m.

Not too surprised The Musketeers has been recommissioned - it's the sort of show the BBC will presumably sell well internationally and having a second series confirmed makes it an easier sell. Presumably they've got a set somewhere in Eastern Europe to pay for too.

Also with te ratings yet to settle no surprise they've announced the second series early into the run - if it falls from here on in it doesn't matter too much now and better to announce the recommission when the show is rating relatively well rather than when it's tailed off at the end.

I quite liked Charlie Brookers take on the Musketeers and the show itself, although not a fantastic programme its fairly watchable to have in the PVR

They still seem to be giving her work on ITV although her contract is at an end though so maybe its not as doomsday for her as some would wish. This move could work very well for Susannah. She is well grounded in morning TV already and given the right format and content, she could do very well on ITV, and could bring a chunk of the audience with her. It was more of a risk with Adrian and Chistine as they had an OAP audience from the evening One Show which differed from the hassled mums watching morning ITV. Susannah would also be more likely to get to front other shows on ITV. She hasnt done much else on BBC other than the must do strictly that all BBC presenters seem to be encouraged to do. She is a very intelligent woman and I liked her on Strictly

Before the figures come out just want to commend the voice, regardless of talent and possible bad decisions, the show has cleverly turned into a fun talent show, which I think considering the first two series were pretty serious is amazing. Ricky and Kylie were great choices, I also think will and tom are great now aswell, the four seem to have great chemistry!

I caught a few seconds of last night's show, it's definitely upped the anti. Kylie's been a pleasant surprise.

They could bring in a much younger Chris Moyles/Chris Evans/ Nick Grimahaw type of demographic by creating a brand new "Big Breakfast" formula for a hour and a half and then let Lorraine Kelly mop up that GMTV female audience at 8.15 or 8.30. As for Susanna Reid, she is definately popular enough to drive viewers to a programme but what do they propose to do with her, unless they think she would make a good current affairs presenter also on "Tonight" or move her into programmes like "Long Lost Family". "Strictly Come Dancing" shows she has a strong fan base that could convert into viewers should she find herself in a bidding war but Helen Warner should be careful what she spends the money on, and think about the programme as well as the presenters.

The voice sets a BBC2 spin off like it takes two, running live on weekday nights and hosted by Zoe Ball, it's a clone of Strictly's spin off however like X Factor it should boost interest with more background to the singers on the live shows and boost ratings.

It will run during the live shows to the final and like ITT will have the coaches and interviews with the performers on it.

I think this will keep interest up and engagement helping the ratings stabalize in the later stages. .