Daybreak - the launch onwards

And Tuesday's then it's back to Dan for the rest of the week

And for once I felt like I was watching GMTV again....

Is that a good thing or not?

Daybreak is to target “hassled mums” as part of its refreshed focus under former BBC Breakfast editor David Kermode.

He has challenged the ITV1 breakfast show’s staff to keep this target audience in mind when preparing content, writing scripts and shaping production values.

It is the first insight into Kermode’s vision for Daybreak since he joined from 5 News last week and is a visible response to ITV chief executive Adam Crozier’s call for the show to be “crystal clear” about its ideal viewer.

“Our “hassled mum” should be in our minds in whatever we do, whether it be our ideas, our production, or our language,” Kermode told staff in an email.

“The show is a populist news-led magazine, optimistic in tone, with a tight team of trusted, friendly faces welcoming our viewers to the new day.”

Daybreak’s share of the commercially important and youthful ‘housewives with children’ audience has slowly edged up in the past year. In the past three months the show has secured a 24.32% share of this audience, compared with 23.22% over the same period in 2010.

However, both figures are woefully down on GMTV’s 30.18% share of housewives with children between 6 September and 11 December 2009.

In the Mix: scrapped?

The editor also indicated that there would be changes to Daybreak’s running order from the start of next year, with one insider suggesting features such as In The Mix - where the presenters and correspondents mull over the news agenda - could be scrapped.

Daybreak is on the hunt for a new deputy editor after former One Show executive Paul Connolly left last week.

There have been a number of other departures in recent days, including director Simon Morris and Diana Holmes, director of production and resources - operations. Presenters Adrian Chiles and Christine Bleakley are also on this list.

Crozier said last week: “Now is the time to make a change and do it slightly differently because our expectations were higher than what we achieved. We gave it a good shot and it’s time to move on.”

Did anyone manage to capture the new Christmas titles?

They seem more like 'Winter Titles', than those specifically for Christmas.

http://s273.photobucket.com/albums/jj219/StuartPlymouth/ITV-Daybreak-WinterTitles2011.mp4

These were already filmed for last year but never deployed, I like them myself!