ITV boss Peter Fincham says the channel is “right behind” its breakfast show Good Morning Britain which has struggled to pull in big audiences since its launch last month.
The show, which features former BBC star Susanna Reid as a co-host, drew just over half of the audience of her old colleagues according to overnight figures for its launch.
Its average audience of 800,000 was also down on the first-morning figure for its predecessor, Daybreak, which pulled in one million viewers when it began in 2010.
Mr Fincham told the Broadcasting Press Guild the show was “fresh” and “different”.
He said: “This is two or three weeks into the life of Good Morning Britain, in the life of a breakfast show that is a nanosecond, so it’s very early days and we’re fully right behind it”.
Susanna, who quit the corporation to join the weekday show, works with co-hosts Ben Shephard, Charlotte Hawkins and Sean Fletcher, but Mr Fincham denied viewers were put off by reports of large salaries for the show’s stars.
He said: “There are plenty of presenters on all mainstream channels that are very popular with audiences and are very well-paid. That’s the nature of television”.