Belfast Telegraph

ITV 'right behind' breakfast show

By Robert Dex

ITV boss Peter Fincham says the channel is "right behind" its breakfast show Good Morning Britain which has struggled to pull in big audiences since its launch last month.

The show, which features former BBC star Susanna Reid as a co-host, drew just over half of the audience of her old colleagues, according to overnight figures for its launch.

Its average audience of 800,000 was also down on the first morning figure for its predecessor, Daybreak, which pulled in one million viewers when it began in 2010.

Mr Fincham has told the Broadcasting Press Guild he felt the show was "fresh" and "different". He said: "This is two or three weeks into the life of Good Morning Britain, in the life of a breakfast show that is a nanosecond, so it's very early days and we're fully right behind it."

Mr Fincham denied viewers were put off by reports of large salaries for the show's stars.

On Monday Chris Evans took a swipe at Reid as he opened the Radio Academy Awards in London, telling guests that she was "the former breakfast queen of British television".

As she later joined him on stage to present the Special Award, he teased her about her new show's failure to sparkle in the ratings: "The race is long. I'd check your contract."

But she kept her cool and told guests: "I'm mostly glad I came."

Belfast Telegraph

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