ITV breakfast show Good Morning Britain 'is facing axe'
The future of Good Morning Britain hangs in the balance, barely a month after it launched with great fanfare, a big glass desk and Susanna Reid, its highly-paid anchor lured from the BBC.
ITV has given the show the equivalent of the football manager's dreaded vote of confidence by saying that it remains committed despite the show's awful ratings.
"We are in this for the long game – we are proud of the show, we are trying something new and different," the broadcaster declared defiantly, as rumours circulated in the TV industry that the programme was facing the axe.
ITV faces a tough decision after its last expensive attempt to crack the breakfast market failed, when Adrian Chiles and Christine Bleakley left Daybreak in November 2011.