ITV Daybreak 'a disappointment'
ITV's Daybreak programme has not been received as well as expected.
ITV chief executive Adam Crozier said the breakfast show has "not performed as we would have hoped".
"Clearly it has had a difficult introduction. It's not a case of wholesale changes. It is bringing in a younger audience and the programme has got better over the last few months," he commented.
However, Mr Crozier noted that the "key thing" is to continue investing.
A spokeswoman for the broadcaster said: "Since Christmas 2010, Daybreak figures have again been growing steadily, with to date an average of 0.8 million (19 per cent). In terms of profile, Daybreak is reaching a more upmarket and younger female audience year-on-year."
Between February 14th and 18th of this year it was up two per cent on ABC1 viewers compared to the same week with GMTV last year.
The show is fronted by presenters Adrian Chiles and Christine Bleakley.
Posted on 3 March 2011