So it’s goodbye to GMTV after 17 comfy sofa years. The ITV breakfast brand is dropping its name in a £1.5 million shake-up, which will accompany the arrival of new star presenter Adrian Chiles.
The upheaval continued yesterday when Andrew Castle announced he was leaving after a decade, following Penny Smith out of the door. No-one’s seat is safe with Kate Garraway and Emma Crosby tipped to go as the programme shifts gear, dropping some of the lifestyle and entertainment chat in favour of a greater contribution from “ITV’s Bafta-winning news.”
Alison Sharman, ITV director of factual and daytime, has told staff to expect ”the biggest change” in GMTV’s history, with the brand name disappearing.
The revamped show aims to tackle the BBC’s Breakfast programme head on. It will be given new music and will relocate to a studio overlooking the River Thames.
Chiles: revamp for new presenter
ITV needs to retain housewives with children but advertisers need new viewers and Chiles wants to front a show with a strong journalistic base.
Current affairs and scoops are back in fashion but there will still be consumer news and showbiz chat.
There’s a limit to the revolution though, Chiles will still be given a “glamorous” female co-host – but not Christine Bleakley who could not be lured away from the BBC.
Names are being banded around for the “revitalised” breakfast offering (The Three show?), with Day an early favourite. Oh, and Lorraine Kelly is definitely staying too.
