OTB has been listening to the Daybreak rumours (the show was voted the most unpopular on television in the Audience Appreciation Index) …and counter-rumours (bosses gave the programme their ‘full backing’) over the last couple of days as ITV try to stop the whole thing turning into another Outc*sts, or worse still Live From Studio Five. *Shudder*
Bosses may have pledged their support less than a day ago, but apparently they weren’t talking about Adrian Chiles.
The former One Show presenter is apparently facing the chop after the show was described as âtrivial and lacking in identityâ? by audiences in the AI poll and with ratings still standing at just 800,000, TV chiefs are reportedly growing increasingly concerned the showâs unpopularity could have a âknock-on effectâ? on the rest of the channel.
“A number of big changes are being considered now because the ratings are simply not good enough,” an insider told the Daily Mirror. “Bosses were very patient about the low audience figures, hoping they would slowly improve over time.
âBut research is suggesting that Daybreak is now damaging the stationâs entire daytime schedule. That simply wonât be tolerated. We donât want these figures to have a knock-on effect, so there are still big changes that need to be made.
âAdrian has done well hosting the football and his own primetime show on ITV, but reviews of him at breakfast time are not good. It could be that removing him as a host is a change that is needed.â?
An ITV spokesperson also admitted that bosses would be making ânecessary changesâ? in the hope of increasing the popularity of the show.
âWe are delighted in the steady growth in audiences for âDaybreakâ since the turn of the year with average audiences of 800,000. We are committed to an ongoing dialogue with our audience.”
âWe will continue to do so. We are fully committed to Adrian and Christine as the faces of Daybreakâ? added the spokesperson while printing a P-45.