Daybreak relaunch with Lorraine and Aled

I think this has been mentioned before, but the program is to be broadcast until spring 2014 and none of us know what will happen!, itv might pull out of the breakfast show market altogether , they might drop the daybreak brand or just 'another' relaunch!
And it doesn't matter how many times they change the presenters, studio or graphics!
ITV have to accept coming 2nd best and admit defeat.
Itv's main priority shouldn't be to boost the ratings , although that sounds very important , they should just focus on making sure their audience becomes loyal to the show and that the ratings don't decline year on year.

Just my views

Yesterday- Snowday

Breakfast: 2.05m (39.2%)
Daybreak: 852k (18.0%)

Not good. Share barely up from Monday and during the last big Snow Day in December 2010, it easily managed just over 1m.

I'm guessing it must still be making money for them as if it was run at a loss they might as well hand the franchise back and let OFCOM open the bidding, which frankly might just be what is needed to revive the Channel 3 Breakfast slot.

However if it isn't making money I suspect ITV see it as somewhat of a loss leader and wouldn't want to lose the 6-9.25am slot as of course them holding it currently paves the way for a 24-hour licence. Really though if "ITV Breakfast" is losing money I'd have thought OFCOM should be obliged to look again at the franchise.

It may be loosing money, but can't ITV PLC prop it up to keep it going?

It may sound like a pointless idea, but could one way of brining back some of the old viewers be simply to rebrand the first hour as the 'gmtv newshour', keeping the second hour as daybreak and then gradually re-introducing the gmtv brand? Or even re-name the programme as 'gmtv daybreak'.

Not a bad idea, but making it have a 'channel identity' again may work? ITV Breakfast or GMTV could both work, so it would be the 'Daybreak Newshour on ITV Breakfast' or the 'Daybreak Newshour on GMTV'.

To be honest any name or branding will not make a difference, viewers want a quality programme in the morning.

With a familiar name, will they not associate that with quality programming and get the viewers in and they'll watch?

Daybreak nor GMTV could be considered quality programming - especially with the This Morning route at present.

The name isn't the problem - there is a reason GMTV was axed and the more Daybreak morphs back into the GMTV of old, the more viewers it loses.

Am I alone in thinking in thinking that a completely new format, under the ITV News branding, perhaps similar to Sky's Sunrise, might draw in more viewers as it's apparent that the traditional breakfast show is slowly dying. Could a new, modern programme, fully focused on news, weather & sport attract an audience that might satisfy ITV?

There is only one problem with that format, and I mean only one! 'Traditional' breakfast shows drag in a massive audience of fans when a singer/band are performing, or when there is a special behind the scenes exclusive of a new film, but if they go to just news, sport, travel and weather, they may lose all of those people, and the performances and exclusives wouldn't fit in at all in that type of programme.