Name change for Daybreak?

ITV are reportedly considering changing the name of Daybreak to tempt back viewers.

 

ITV are reportedly considering changing the name of Daybreak to tempt back viewers. According to The Sun bosses are considering changing the name to ITV Breakfast instead in the hope of tempting back viewers. Daybreak was launched earlier this year, with much fanfare, as a replacement for GMTV but it has failed to take off with audiences. While ratings started with just over 1 million viewers they have since fallen and last week hit a low of just 500,000 viewers.

“High-level meetings have been held about what to do to halt the crisis. Changing the name has been discussed. It would cost a fortune but if it gets people to tune in then it would be worth it” – A ‘source’ quoted in The Sun

Ratings for Daybreak have risen this week with Monday’s instalment pulling in 800,000 viewers. Christine Bleakley, one of the presenters of Daybreak, defended the shows performance earlier this week claiming the breakfast programme was experiencing teething problems. Former TVAM host Anne Diamond, on Wednesday’s edition of The Wright Stuff, also defended Daybreak stating it was not the presenters fault it wasn’t working and that all programmes take time to settle.