I think people are rather missing the point, and are perhaps missing why GMB has found itself becoming more popular (with some genuinely high ratings recently, rather than Piers' usual spin). If you want solid news content in the morning, BBC Breakfast and Sky News offer perfectly good shows. What's the point of ITV offering the same thing?
For the first time in a while I've started putting the show on for an hour or so whilst I get ready, and I've actually found it to be perfectly watchable. Do I want a detailed run-through of the day's news for the entire hour I watch the show? Not particularly (or at all if I'm honest). Just catching the headlines works fine for me, and I suspect a lot of people who watch GMB are the same. The rest of the content being topical, news based conversations, debates and interviews makes the show genuinely different from its rivals, and it's still rather entertaining to watch. I'm also perfectly confident that if there was any breaking news, I'd find out about it whilst watching, and that Piers and Susanna would cover it effectively. Breakfast shows have also traditionally tended to repeat mostly the same news and features every hour, if I watched an entire GMB show each hour would feature something different.
This format, in my opinion, is why GMB have started to gain something of a serious foothold recently.
And then they wonder why the government won’t go on...
Highly disingenuous and misleading, I feel, to suggest that the government have excluded GMB from its daily broadcast round because the show covers topical conversation and debate in addition to pure news content. Ministers have had absolutely no problem appearing on the current format of the show previous to the pandemic. GMB is on a wider 'blacklist' that includes Newsnight and Channel 4 News; without getting into political discussion as it's not the place - it's nothing to do with GMB's content. Having seen some of Kay Burley's recent interviews, I don't think it'll be long before Sky News (or Burley's slot at least) finds itself on the same list as GMB.