There is speculation that ITV1 has axed its troubled breakfast show Daybreak less than two years after it was launched in a blaze of publicity.
According to the Mirror the show will end this autumn, and will be replaced by a GMTV-style show hosted by Lorraine Kelly.
The move comes amid reports that show bosses want to return to the original breakfast show formula in a bid to win back viewers.
“If anything this shows GMTV wasn’t a failing formula after all and shouldn’t have been axed,” one source told the paper.
Producers are also set to rename the show, amid fears that the Daybreak brand is ‘toxic’ and forever associated with presenting duo Christine Bleakley and Adrian Chiles, who got the boot last year.
The pair joined the programme from BBC1’s The One show, after being lured to ITV with £1m deals to host Daybreak.
However they were dropped from the show in late 2011 after viewing figures dropped to a reported 700,000 – half of the audience of BBC1’s Breakfast.
It is likely that the first hour of the show from 7am will be dedicated to news – which could be hosted by either Kate Garraway or Dan Lobb – while it is rumoured that Richard Arnold will return to cover showbiz news and gossip.
However the Mirror reports that ITV chiefs are likely to relaunch the show quietly and without much fuss – and will wait until September to do so, so as not to compete with the BBC’s coverage of the Olympics over the summer.
A spokeswoman for the show said that no final decision had yet been reached on a name change or presenters, adding, “Creative renewal is ongoing and we are looking at a number of options.”