Every morning this week the nation has awoken to a revolution in the television industry. Good Morning Britain was launched on Monday and 800,000 tuned in to see the first show. Unwittingly it has provided us with the perfect tutorial of a product launch, the massively publicised revamp is a work in progress, but anyone looking to put something new on the market (albeit on a smaller scale) should be taking notes.
What Good Morning Britain has proved so far is that audience engagement is key; however it has also proved that no amount of research, preparation or hard work can guarantee the loyalty of an audience.
The show was introduced to replace the failure that was Daybreak. 800,000 viewers tuned in to watch the first show on Monday, but on day two this had already dropped by 7.5 percent and on Wednesday 200,000 viewers had already switched off. This meant numbers were down to 600,000. The same number as the show’s ill-fated predecessor.
The team at Good Morning Britain have chosen to innovate, the theory is that Daybreak failed because it was too similar to GMTV, but have they gone a step too far? Switching over to the American style team of presenters and the news channel style ‘wheel’ of rolling news have all proved successful in different contexts, but are they working here? Will they work; are these initial losses in viewer numbers a sign of things to come, or teething problems?
There have been mixed reviews so far, it seems us Brits prefer the sofa-style bought to us by the likes of Fern Britton and Richard and Judy, but without innovation how can things improve. Daybreak was broken, and ITV are trying to fix it.
The conversations being held in the editor’s meeting and around the water cooler over at ITV are surely just the same as they are around every boardroom in the country, how can we get our audience numbers back? How can we retain those that have so far remained loyal? How can we get more? And again, how can we get more?
Only time will tell whether the decisions made over on Southbank are right, but the one thing that we can all learn from this, is that audience engagement is key; whether it be literally broadcasting to viewers sitting on their sofas, or interacting with potential customers through advertising, social media or face to face interaction.