12 Ways “Good Morning Britain” Is Going Wrong

Why is Andi Peters giving away money at a car boot sale?

You may have heard that ratings for ITV’s new breakfast show, Good Morning Britain, are not great.

dailymail.co.uk / ITV / Good Morning Britain / itv.com

But why? Is this show just as doomed as ITV’s last big breakfast show launch, Daybreak, in 2010?

Good Morning Britain looks cool. They SHOUT the day at the start and make ITV Studios look as if it is the most important building in the universe.


The way that the logo smashes you in the face directly after the building is also cool.

And the show’s graphics look fresh and swishy too.

Good Morning Britain / GMB / itv.com

But there are many things in this show that don’t seem to work at all.

1. While the show reports a lot of serious news…

itv.com / Good Morning Britain

2. The serious news will often be followed up by, say, a topical discussion on whether toddlers should be given iPads.

itv.com / Good Morning Britain

That’s a potty with an iPad attached, in case you were wondering. They then start a discussion posing the question, “Is this a technology time bomb?”

3. Or there’s a chat about Katie Price’s latest divorce.

Good Morning Britain / ITV / itv.com

4. Or there’s a discussion about whether we should teach teenage girls to brag about their lives to others.

itv.com / ITV / Good Morning Britain

5. Or there’s a feature on how to make really delicious smoothies with author Jackie Collins.

itv.com / Good Morning Britain

There’s no problem with having a mixture of high-brow and low-brow content, but it makes you wonder who Good Morning Britain is actually aimed at.

Is it for the people who used to watch GMTV, who liked to watch Daybreak, who watch the business news on BBC Breakfast, or is it somebody new?

6. The show also seems increasingly random. Every hour during the show they introduce Andi Peters.

Good Morning Britain / ITV / itv.com

7. Just so he can ask members of the public to spin a giant plastic wheel in the hope of winning cash prizes.

Good Morning Britain / ITV / itv.com

It’s not a one-off feature either. This spin-the-wheel thing has been on every single episode.

Oh oh oh oh oh oh oh WELL DONE £100.

ITV / Good Morning Britain / itv.com

Andi Peters has even visited Sutton Colefield.

Andi Peters took his Good Morning Britain 'wheel of cash' to a car boot sale in Sutton Colefield today.

— Grace Dent (@gracedent)

8. This is then followed by a competition.

itv.com / ITV Player


9. Oh by the way, it’s a premium rate number.

ITV / itv.com

Yes a channel has to make money. But it just comes across as tacky.

10. The fact that presenter Ben Shepherd personally introduces the news in your area is also a bit weird.

Good Morning Britain / ITV youtube.com

Good Morning Britain / ITV / youtube.com


Why is it weird? Because it is made to appear live but the whole sequence is taped.

11. There’s also a Susanna Reid problem on the show. Her defection from BBC Breakfast to ITV got a lot of attention in the press.

This led us to expect some sort of Susanna Reid Show.

Ian West/PA Wire/Press Association Images

Steve Thorne / Stringer Collection / Getty Images

Suzan/Suzan/EMPICS Entertainment



So having her present equally alongside three other anchors for the entire show is a bit of a surprise.

Good Morning Britain / ITV / itv.com

You’ve now got to know and like four anchors, a weather presenter and Andi Peters.

12. And this is even harder because the show ends at 8.30. BBC Breakfast continues all the way to 9.15am.

ITV / Good Morning Britain / itv.com

Why does Good Morning Britain end at 8.30?

Well because that Lorraine breakfast show thing is on.

ITV / itv.com

OK, so ITV breakfast shows have always finished at 8.30.

Even so, having the show adruptly end at 8.30 makes a show that already looks fit to burst, look even more fit to burst.

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Scott Bryan is a TV editor for BuzzFeed and is based in London. Contact this reporter at: scott.bryan@buzzfeed.com
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