To be fair Susana Reid has been offered nothing at the BBC - but the omens for her at ITV are hardly good are they?

For 1 million quid I doubt she cares!

ITV3 topped the multi channels last night with 780k (around inc +1 840k)for Doc Martin, and Vera with 840k (around inc+1 900k).

Even if Itvs breakfast program does go a bit more highbrow, the BBC Breakfast viewers are very loyal. As a BBC breakfast viewer, why would you suddenly switch over to Itv's which has lots of adverts, phone in competitions, inferior news coverage etc? You just wouldnt. We've seen time and time again that everytime Itv revamps their breakfast program, the ratings keep going down. The reason is there is literally no chance of the loyal BBC Breakfast viewers turning over and some of the remaining Itv viewers end up not liking the revamp so switch off. They just have to accept now that there's no way back. Getting Susannah Reid is a big mistake because the situation now is very loud media-wise. So the pressure will really be on now for Daybreak/Good Morning Britain to rate better and if it doesn't, the press coverage will be very vocal about it. This is all going to end very badly for Reid and Itv.

I don't think anyone is expecting Good Morning Britain to suddenly become the top morning programme and I trust Susanna knows what she's in for as well. But as long as the ratings rise to become respectable I think ITV will be happy.

Of course what people want to watch is up to them and quality of programming is subjective as well.

I assume she must have been offered something alongside Daybreak - and I don't mean money - to convince her to move.

Are we, perhaps, looking at one half of Rising Star's presenting team?

Consolidated Ratings
Breakfast vs Daybreak (inc +1)
27/01 - 1.55m vs 587k
28/01 - 1.39m vs 599k
29/01 - 1.49m vs 580k
30/01 - 1.53m vs 543k
31/01 - 1.48m vs 556k
03/02 - 1.51m vs 540k
04/02 - 1.49m vs 602k
05/02 - 1.60m vs 628k
06/02 - 1.61m vs 586k
07/02 - 1.63m vs 569k

I'm surprised the media didn't pick this up, but regular editions have dropped below 500k before, 31st October 2013 had a disastrous 488k.

Whether anyone likes the idea of another relaunch is another discussion, but the fact is that ITV need to put this brand out of its misery - and this time, for good. I bet they wish they kept GMTV...

Daybreak might go down as one of the worst brand's in ITV's history.

The ratings wont rise to respectable levels. The whole Itv breakfast brand is so tarnish reputation-wise, whatever revamps they do will just make the situation worse. Also what has not helped matters is that they got rid of the Itv News 5.30am lead-in last year. This used to rate about 3 times better than what they currently air in that slot. That significantly lower lead-in is very badly damaging Daybreak's ratings particularly for its 6-6.30am period. BBC Breakfast has a lead-in [BBC News] about 6 times higher than Daybreak's which helps matters around 6am-7am.

Maybe they won't. But maybe they will. There's certainly no harm in trying.

Sometimes it's better to just accept defeat rather than constantly trying and trying to failure and embarrassment. Even Itv rolling news coverage between 6-9.25am would rate similarly to what they're doing now, and would be much cheaper.

I suppose you could say at least they're trying, 500k is not good for Daybreak and something needs to be done. Although each re-vamp has lost more viewers. Adverts are a major problem, viewers don;t want adverts in the morning so BBC have an automatic headstart.

ITV news isnot inferior to BBC btw, it is just as good if not better (as proved by their coverage of the Royal Wedding)

How did GMTV used to rate?

How boring would it be if broadcasters gave up every time a programme on the other side rated better?

I can't imagine you ever saying BBC One should just accept defeat rather than continually trying to crush the opposition, Samuel.

They'd be better off sticking on Looney Tunes/Warner Bros classics. Are they still owned by Ted Turner?

You want a very gloomy TV by the sounds of it.
No real morning news on ITV, ITV shutting down on Saturday nights. mrs Browns Boys on constant repeat, Pound shop wars every night. "niche" dramas relegated to digital tv.

They've tried enough times. They revamped GMTV a couple of times in its last few years and have revamped Daybreak three times already. It's time to pack it in and give up. The audience arent there anymore to give Itv's breakfast show a chance. They're now established with BBC Breakfast and/or other programs. They should just pack it in and air rolling news coverage, which wouldnt rate worse than 500k and be much cheaper. We live in the 2010s now, what worked on Itv in the 80s and 90s doesnt necessarily work for them anymore in this ever-changing market and television environment. BBC Breakfast has huge power in the morning these days, Itv cant change that anymore and wont be able to unless BBC cocks things up with Breakfast which will certainly not happen.

ITV News is very good but the BBC have the loyalty. And BAFTA didn't think the BBC's Royal Wedding coverage was inferior to ITV's.

There's only a ten-minute overlap between 8.20 and 8.30

What you've got to remember is that when GMTV was the most popular breakfast show [particularly pre 2002], it was when Itv as an overall channel was the most popular tv channel. GMTV replicated the television habits people had in those days, switching to Itv first and then to BBC One second. Then from 2002 when BBC One overtook Itv in the channel shares, GMTV started seeing a decline but still just about managed to hold onto top spot by 2005. After 2005, BBC One was overtaking Itv as an overall channel quite easily and what we have seen in recent years is that BBC One is about 5 share points ahead of Itv in the annual shares. In terms of news coverage, BBC One beats Itv by about 2 to 1 these days [about 15 years ago it was more like 1.2 to 1]. The breakfast tv programmes replicate this. As Itv as an overall channel is so much less popular than BBC One these days in terms of average %, it makes it almost impossible for their breakfast program to make up much ground on BBC Breakfast. Habitual viewing of the Itv main channel is decreasing at a much faster rate than BBC One's and we are witnessing Daybreak following this same path.

Yes, well the point is its more money for her and her family. I guess big money moves are future proofing for family as much as it is for the present. Makes them hard to turn down.

Susanna has said that if she was cut she would bleed BBC, so clearly the money has made that difference. And I wonder if the Beeb regret raising her profile so much via Strictly or whether this was always on the cards.

It might seem mad to say but I think she will be a slightly better fit on ITV than BBC. She always seemed more at home with the lighter moments on breakfast than dealing with serious news. I watched her on Sunday Morning Live and I just got the impression she was too "nice" to be dealing with some of the issues that came up and the sometimes strained debates. She only did that for two years I think and there hasn't been much since-so maybe the Beeb have been struggling to find something else for her.

I am probably doing her a big disservice but its just the feeling I got.

I do wonder if her new ITV contract offerrs her unlimited condoms. After all would be a tad embarrassing with all that dosh if she gets pregnant?

Lest we not forget Kaplinsky...

Official series high for The Voice.

I wouldn't describe her as intelligent, more classy and well spoken, I guess compared to ITV presenters a La Holly Willoughby she seems like Einstein

Yes that's a good figure and I think, whatever happens post auditions and with SNT, TVUK has anchored some big Saturday primetime wins for BBC1 at the time of the year when people are more willing to sit by the tele and expect to be entertained. So 80% job done imo. Clearly there will be a hit taken because of SNT (cant really fail if there is an overlap) and then due to the messy battles.