Good Morning Britain
'Good Morning Britain' needs at least a year on air before its ratings can be judged, according to ITV boss and director of television Peter Fincham.
The TV boss has defended the new breakfast show - which is fronted by Susanna Reid - and insists the channel is firmly behind the programme despite ratings dropping to as low as 400,000 viewers.
Speaking at a Broadcasting Press Guild lunch on Tuesday (13.05.14), he said: "It's like your breakfast cereal. We are all very habit formed at breakfast time. We wouldn't expect to see anything happen very quickly."
"We are in it for the long term. We have got a show here that is trying something fresh and different although with many of the familiar elements of a breakfast show. I look at it now and can see the beginnings of something that will make a difference.
"We should come back to this conversation in nine months or a year's time. In terms of the speed of change in breakfast television, this is almost too early to have this conversation."
Peter also praised the show's hosting team, which includes former 'BBC Breakfast' star Susanna, Ben Shephard, Charlotte Hawkins and Sean Fletcher.
He added: "I think it's a really strong line-up of presenters.
"I think it's fresh and different, it's good that we are trying something different. It's more newsy, which I think it should be.
"It's two or three weeks in the life of 'Good Morning Britain' - in the life of a breakfast show that is a nanosecond. It is very early days, we are right behind it."
Tagged in Ben Shephard Susanna Reid