The Great British Breakfast Merry-Go-Round starts all over again. After yet another abortive attempt to produce a blockbuster breakfast show, ITV have now announced another relaunch. What really annoys me is they’re going to call it Good Morning Britain, which was my old show on TVam, and historically still the single most popular breakfast show on British TV. Then came GMTV which made few changes, and was still very successful. The decision to replace GMTV with Daybreak followed the full takeover of GMTV by ITV plc but it never really worked.
What do they keep getting so wrong? I reckon that the breakfast TV audience doesn’t like to have highly paid stars foist upon them – they seem to like to grow their own ‘family’. That, though, needs patience and time – neither of which can be afforded nowadays by an impatient, fast and furious commercial station. Pity. I wish the new cast well and I really truly hope they take care of the much-loved title, Good Morning Britain. I’d hate to see it tarnished.
