‘Daybreak’ ITV’s new morning show

Posted by Johnnie Larkin on Friday 9 July 2010

ITV has today confirmed the name of their new morning show.

?Daybreak? will launch on 6th September and will emanate from the old London Tonight studio, studio 7 at ?The London Studios?

Director of Factual, Daytime and GMTV, Alison Sharman said: “DAYBREAK plays a key part in ITV’s ongoing transformation and reflects the fact that creative renewal lies at the heart of our schedule, which is being modernised and improved under Peter Fincham.

“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.

“We want to ensure that the core audience of housewives with children keep watching but are also determined to attract new viewers to our revitalised breakfast show.

“As we approach the next stage of this transformational journey our newly confirmed anchors – Christine and Adrian ? will be the lynchpins of DAYBREAK with their unique and brilliant partnership.”

GMTV with Lorraine will be renamed to ‘LORRAINE’

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