As we celebrate Christmas, let me tell you another (hi)story, a story about a dream come true, but which eventually turned out to be a nightmare for who invested a lot of effort on this dream. This story is about ITV’s ill-fated attempt to revolutionise breakfast television in the UK, Daybreak.
Daybreak replaced the long-running ITV breakfast programme GMTV, which, by the late 2000s, was facing turbulent times. The main rationale for the decline in both viewership (now losing to the BBC Breakfast programme and even competition from Freeview and subscription channels) and credibility was the 2007 premium rate phone-in scandal, which badly affected GMTV and led to viewer lawsuits, a fine from Ofcom and refunds made to viewers affected by the scandal. Additionally, their output had been strongly dumbed down from its peak in the late 90s, where the news and current affairs coverage of the network had been substantially improved, with more overseas coverage and access to key figures in the news, and equally mixed with more tabloid, human-interest and lighter content, particularly in the regard of entertainment and celebrity news; not helping matters was an outdated presentation and on-screen look, which had evolved very little since the start of the franchised programme in 1993.
As a result, ITV and then minority-owner Disney UK (which jointly controlled the franchise holding company, GMTV Ltd, by then with a 75/25 shareholding) brought Red Bee Media to help refresh the look of the show, dumping the long-running sun logo in favour of a “capsule” design, and investing £4.5 million in updated digital production facilities. The changes made in January 2009 coincided with the departure of co-presenter Fiona Phillips and weather girl Andrea McLean, who were replaced by Emma Crosby (who came from Sky News) and Kirsty McCabe (who came from Five); the news bulletins were also extended, with 7-minute bulletins on the TOTH, an extended report at half past, and top stories at :15 and :45 minutes past the hour. Though ratings did improve slightly, but not enough to take on BBC Breakfast, in November, ITV bought Disney’s own stake in GMTV, and decided to make a clean start.
Immediately after takeover, the company was renamed ITV Breakfast Broadcasting Ltd, and behind the scenes changes started to happen. In December, then Editor Martin Frizell was let go, with ITV already working on plans for a totally new show by the following month, with a new format and new presenters. During the Spring, the company made a massive high-profile set of hirings, hiring away Adrian Chiles, Christine Lampard (née Bleakley) and Ian Rumsey from the BBC; there they had been responsible for the immensely popular The One Show, the company’s main access prime infotainment magazine and chat show, in which Chiles and Lampard had won a strong popularity with viewers due to their chemistry and mix of hard news content, human-interest stories and celebrity interviews; ITV was keen to replicate that on their new breakfast programme.
On July 9 that year, ITV announced that the new show would be named Daybreak, airing from 6 to 8:30am. The new show would had a mix of existing GMTV personalities with new presenters; whilst some GMTV veterans resigned or were laid off, including presenters Andrew Castle, Ben Shephard, and Crosby, newsreader Penny Smith, political editor Gloria De Piero and entertainment correspondents Richard Arnold and Carla Romano, many other presenters were retained, including presenter Kate Garraway (who moved to the position of Entertainment Editor, and also served as regular stand-in), sportscaster Dan Lobb (who had been hired from Sky Sports as part of the 2009 GMTV relaunch), health specialist Dr. Hilary Jones, newscasters/reporters John Stapleton and Richard Gaisford, and weather girl Kirsty McCabe. New hirings included newsreader Tasmin Lucia-Khan (who came from BBC Three’s 60 Seconds), entertainment correspondent Steve Hargrave (who came from Sky News, would later be Sunrise’s UK correspondent) and weather presenters Lucy Verasamy (who came from Sky News) and Alex Beresford (who was part of ITV’s existing national weather roster, and served as stand-in when needed).
Alison Sharman, who led ITV Daytime and Factual programming at the time, defended the changes, saying “Since acquiring GMTV we have carried out a thorough review and set out to transform and significantly invest in a business that had been lagging behind its competitors in recent years. Change, both on and off screen, is an essential part of the process in our bid to reclaim the top breakfast show spot.” In fact, ITV poured millions into the show, including rebuilding Studio 7 at the London TV Centre (London Studios), which was the old home for London Tonight during the LNN era, and was being used by Al Jazeera Sports (now beIN Sports) for its English soccer coverage.
In order to begin the rebuilding, GMTV was moved to the smaller Studio 3, and Al Jazeera to Studio 5. Studio 7 was fully retrofitted with HD-quality production and gallery facilities, and a sleek new studio set designed by Top Gear’s production designer Jonathan Paul Green, which included new windows into the River Thames which could be electronically made opaque, depending on the weather and time conditions. The new show was heavily promoted with the rest of ITV1’s schedule, in contrast to GMTV, whose promotions were branded and aired separately from the rest of the network’s promos.
GMTV’s final show aired on September 3, 2010, with a self-celebratory special presented by Andrew Castle and Emma Crosby, which featured recollections and moments from the show’s former co-hosts, reporters, and contributors. In the days before the launch, Daybreak was heavily promoted, with trails featuring humorous pieces featuring Chiles and Lampard, and themed break bumpers.
The show finally went on air on September 6, with a high-profile consumer investigation from Stapleton on the collapse of the Farepak Christmas savings club in 2006, plus an exclusive interview with Tony Blair on his controversial post-premiership memoir “A Journey”, just days after being interviewed in Irish television. The inaugural show also featured reports on cuts to the schools building programme and a viral video piece of a skateboarding bulldog. It also visited Forth Park Hospital in Kirkcaldy, Fife, to meet parents of newborn babies, coinciding with the start of the programme. The show also had live shots from various regional locations around the UK featuring sunrises.
In a sense, the format was a major, if not total, departure from the GMTV format, with no more separate news hour and entertainment/general interest shows; instead, the format was much more American in style, blending national news headlines, interviews with newsmakers, lifestyle features, other light news and gimmicks, regional news flashes and some of the chemistry Chiles and Lampard had succesfully achieved on The One Show; however, the show still had heavily all-in the tabloid edge GMTV it had during the last few years. Some of the shows’ key initial segments including bitesized headlines under the name “your 5-a-day” and a viral videos block called “Daybreakers”, in which viewers could vote their favourite video of the day and would be revealed at the end of the broadcast.
Lorraine Kelly’s show was also retained, with a new format in a separate slot, but retaining its emphasis on the female audience; the new show, simply named “Lorraine”, retained the lifestyle edge of its predecessor, with an emphasis on celebrity guests (actress Gemma Arterton having been the show’s first guest), star chefs (James Tanner cooking on the first week) and its resident health, fashion and entertainment hosts (Ross King, Dr. Hilary Jones, Mark Heyes…), though the new show became more reliant on tabloid human interest stories and the appearance of soft editorial content; this included a daily press preview, with various pundits discussing the headlines at tabloid newspapers, and interviews with anonymous personalities, with the show increasingly becoming a safe platform for LGBT people for sharing stories. During the first few weeks, Irish TV presenter and rugby analyst Craig Doyle fronted a “Lorraine Investigates” segment profiling true crime stories; this segment didn’t last long.
The new Daybreak and Lorraine programmes only aired on weekdays, with weekend programming entirely consisting of cartoons. However, unlike what GMTV did, which featured dedicated blocks of cartoons, one for the main ITV frequency and another for the ancillary block for ITV2/4 and CITV (long known as GMTV2), named Toonattik and Action Stations, plus some pre-school programming (under the name Wakey! Wakey!), the new weekend schedule was just a straight simulcast of the CITV channel’s breakfast programming; the block continued until the closure of the CITV channel in September 2023; since then, a mix of repeats from older daytime programmes, plus some original talk shows, have occupied the slot.
Daybreak’s awkward mix of old & new didn’t go well with critics: though The Guardian praised both Chiles and Lampard’s intact chemistry and performance, and the Daily Mail saw them as looking “incredibly cosy”, The Independent concluded that the duo “were clinging to each other for dear life”. The Daily Telegraph was more critical, saying it “could have been any old edition of any other breakfast show”; the paper even went down to the reliance on GMTV-style reporting: “Daybreak’s producers had promised that it would help set the day’s news agenda for its viewers. For most of the show, however, the news items were flabby and lacklustre”. The format’s first day was however very competitive, mainly due to viewers’ curiosity: in fact, the first show averaged a little bit more than a million viewers, a smashing improvement over GMTV, with a peak of 1.5 million viewers; however, BBC Breakfast still narrowly edged the show out with a slight advantage, with an average of 1.4 million and a peak of 1.9 million viewers.
The bad press surrounding the first day’s programme and the awkward mix of old and new led to quick turmoil: by March 2011, ratings had sunk to the 500k-600k level, leading to ITV attempting to place the show under the oversight of their ITV News Group, which also oversees the regional news shows and ITV’s stake on ITN; however, by June, ITV further changed things and that the production of breakfast programming was to be placed under the oversight of ITV Studios’ Daytime division. By September, David Kermode, who had overseen BBC Breakfast, was hired to replace Rumsey as editor from December, with Karl Newton, a producer coming from This Morning, overseeing the transition; by then, major plans were in place to revamp entirely the presenting team and format in order to thrown “one last throw of the dice” to boost its ratings, with a chief focus on “hassled mums” and families.
One of the first moves was to ditch Chiles and Lampard as presenters; they left on December 5, 2011, and were replaced shortly thereafter by Dan Lobb and Kate Garraway, which were their regular stand-ins. Chiles and Lampard also continued to present various ITV shows during this period, with Chiles also fronting ITV’s 2014 World Cup coverage. Adam Crozier, ITV’s CEO at the time, defended their hiring as necessary to “take a risk”, whilst Chiles and Lampard expressed their desire to “go with our dignity intact”. From January 2012, the graphics were tweaked, with the cold purples and lilas giving way to more appropiate sunrise colouring. Lobb and Garraway were retained as presenters during the interim.
After delays, in May, initial details of the relaunch were announced: the format would return entirely to the old GMTV format and scheduling, with a new presenting team, with Lorraine Kelly fronting the main part of the programme whilst retaining her duties at her namesake programme, with her being paired with singer and broadcaster Aled Jones; a hard news hour would also be reinstated, with Matt Barbet and Ranvir Singh hired away from 5 News and BBC North West, respectively, with Singh also serving as newsreader during the main part of the show. A new weathercaster, Laura Tobin, was also hired from the BBC. Kate Garraway was also retained as main stand-in for Kelly on Fridays and holidays.
The new format launched on September 3; the show vacated Studio 7 (which remained in use by ITV Sport until the broadcaster left the South Bank in 2019 after a failed redevelopment process) and moved with the Lorraine show to Studio 3; the space had been upgraded to HD in 2011. Addtionally, new graphics were commissioned to Jump Design & Direction, as well as music, composed and produced by Henry Gorman, Simon Hill and Rob May of Sitting Duck Music & Media. Again, critics didn’t warm out to the new format initially, particularly with the new set by Simon Jago, being derided as “garish” and “old-fashioned”, however, the return to the GMTV-style format led to a slight increase in viewers, to around 700k-800k.
Though an improvement, it wasn’t enough to save the show: by 2013, Neil Thompson, a factual editor at ITV Studios, had been selected as editor, with plans for a further relaunch of the format, with the show becoming increasingly newsier in the interim; the opening titles added an opening voice-over and with the headlines always taking front seat at the TOTH sequence, and graphics were tweaked to add a news ticker during the News Hour.
That further relaunch was actually a total new show, with Thompson discontinuing the “Daybreak” brand. Lorraine was retained to do her 8:30am show, as were Aled Jones (who remained to host a lifestyle show for the weekend, which ran for three years), Ranvir Singh and Kate Garraway; Matt Barbet returned to 5 News, with no space for him on the new show. Thompson wanted to make the show more American in style, hiring Erron Gordon to direct the programme. The result was GMB, which featured a new team of presenters (including a returning Ben Shephard, and the high-profile hirings of Susanna Reid and Charlotte Hawkins away from BBC Breakfast and Sky Sunrise), a new, aggressive style of presentation and more hard news.
After a bit of tinkering, GMB would eventually become the definitive answer to how to compete with the BBC, with the hot-button and confrontational debates (and Piers Morgan) finally attracting the much-needed eyeballs to ITV and closing the difference in the viewer figures with BBC Breakfast (which still had a very consistent lead). But that’s another story, and another story in which they all lived happily ever after. Or maybe not? Only destiny tells the story of success is a rocky one.
Merry Christmas everyone!