ITV’s Daybreak breakfast show could be rebranded Good Morning Britain in the next few weeks, it has been reported.
The revamp would revive the name which was used by the station’s morning show when it launched a breakfast TV service in 1983.
Daybreak was launched in 2010, replacing the well-established GMTV, but has struggled to increase the audience of its predecessor. Launch presenters Adrian Chiles and Christine Bleakley were dropped a little over a year after the programme premiered.
It has since been given an overhaul, with Aled Jones and Lorraine Kelly fronting the programme.
The Sun reported the proposed name change and BBC Breakfast presenter Susanna Reid – a finalist on last year’s Strictly Come Dancing – is said to be in talks for a main presenting role.
An ITV source said there would be no changes on screen within the next week.