Magazine article Marketing

C4's Big Breakfast 'No Threat' to GMTV

Magazine article Marketing

C4's Big Breakfast 'No Threat' to GMTV

Article excerpt

Channel 4's new morning show The Big Breakfast - details of which are released this week - won't pose a threat to GMTV, claims the new ITV breakfast contractor.

The Big Breakfast launches on September 28, transmitting every weekday between 7am and 9am, and threatens to set fire to the "comfy sofa, woolly-pully" image of breakfast television.

Programming will be aimed at a young audience, with cult radio personality Chris Evans hosting the show. Other presenters include Paula Yates with a "fashion and passion slot" and Bob Geldof with big-name interviews.

C4 sales director Stewart Butterfield is confident that the format of The Big Breakfast will expand the breakfast TV audience by drawing in more under-35s, more non-family viewers and more radio listeners.

But GMTV's sales director Clive Crouch argues that the GMTV target audience of housewives with children will not be attracted by Big Breakfast's radical format. "It is right that Channel 4 should offer a fresh perspective on breakfast TV. …

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