Good Morning Britain - the launch

It's been said before but I think there's a number of reasons that it worked previously but doesn't now.

For one Breakfast evolved to take that middle ground between news and soft stuff which is when GMTV started having problems. Secondly TV has changed as has the wider media. So you can get lifestyle and "fluff" in other places. Take entertainment news, years ago I guess GMTV was one if the few places to get that kind of gossip but we're inundated now and by the time GMB report it it's old news. They also have an issue with the number of children's TV channels. If they are aiming for young families they are competing with CBBC and CBeebies not just Breakfast and I think winning that battle is gonna be tough.

I think ITV need to abandon the chase for the family/young mother market and just try to out Breakfast Breakfast. If they are clear on what they are, ie a news problem with some light and shade they have a real chance of outshining Breakfast.

I suspect the only way to out-Breakfast Breakfast is to give the gig to ITN. But I suspect that is quite an expensive proposition.

Channel 4 Daily all over again?

Despite how much I really like GMB and have actually always watched ITV breakfast I totally agree with you. A lot of people watch for the time to see when they need to leave say for school or work and like you have said they are battling with the kid stations which, if I am correct now feature a clock.

One of the first things I do after opening my eyes, similar to many, is reach for my phone. Whilst there I might check twitter, facebook or browse the web and am likely to find all the headlines before I even switch on my TV. A couple of years ago people weren't as widely exposed to the things we call necessities now which is another reason I personally have for ratings falling.

I do hope GMB continues because I always think people should have a choice and for me I don't watch breakfast - it doesn't appeal to me - so enjoy watching ITV. However, I do think that when the execs are having meetings and discussing where to save cash there will be someone calling for the axe of ITV Breakfast especially after the unfortunate ratings.

On the other hand - try to end on a positive - maybe GMB will eventually find its feet and it'll do better.

Yeah, cos there are very few outlets offering no-frills news in the morning.

It knows exactly what it is. Its a morning news programme presented in a populist style that focuses on human interest and gives prominence to entertainment news.

True, it know is what it is.

But it would be nice to give less prominence to entertainment news because I despise having that fluff in the headlines when I get up.

I really like GMB but I don't care about Justin Bieber's latest antics or whatever is considered entertainment 'news' that morning.

I have a split opinion here, at 6/7/8 and at half past, I want the top stories of news, breaking or developing. If Justin Bieber does something illegal and it is important enough to get into the top stories then fine, if its the usual crap he is up to then shove it in the 6:50 entertainment block. Again, nothing should be on top of hard news. I can tell there will be a day when a fluff story comes before some breaking/serious news at the TOTH, that would be wrong.

I agree with you - if something really noteworthy does happen, it should be in the TOTH. I think they should put "the usual crap he [Justin Bieber - or another celebrity infant] is up to" in Lorraine and Loose Women. Like you say - nothing should be more important than hard news.

And actually Cross Channel, you don't think it's stupid to give prominence to entertainment news? Human interest stuff is ok. But [proper] news should come first and that was what we were promised - 'engaging news driven content' - and that has been fulfilled to a certain extent - but now you're saying that the show gives prominence to entertainment stories, and therefore the program knows exactly what it is. We get news and fluff. In fact - news is more prominent in the show - but you're saying that fluff is prominent...

Fluff is not prominent. News is by definition 'newly recieved or noteworthy information', that could be the latest on the Home Office Abuse Inquiries or One Direction announcing a new tour. GMB offers both. At the top of the hour it's a full round up of the mornings top stories and at half past a summary of the same. Despite misgivings, GMB has time and again had headline making interviews that other press and media organisations have picked up on.

You're absolutely right here - I was not denying that.

Anyway, you did say that prominence is given to entertainment news - most of which, I consider to be fluff. And One Direction's new tour is only noteworthy to their silly little fans who would know about it anyway.

Don't think I was saying that you don't care about news. News is the most prominent thing on GMB. But you said that entertainment stuff is given prominence, and I'm not sure that should be the case.

I think it absolutely should be the case that entertainment news is given a degree of prominence. GMB needs to be an alternative to BBC Breakfast, and going down the hard news route is only going to alienate the viewers who are still watching.

I think they're getting the format and balance right at the moment - the top of the hour is clearly more of a "coming up" type sequence giving an overview of the main news and entertainment (and I believe that this is the right way for the show to do it), then you've got a full news round up within minutes of the top of the hour.