[Brekkie]

Much better at 10pm - it's not supposed to be a programme for the family, it's an adult show with an adult audience, and did incredibly well at 10pm for it's first six years.

It will get a bigger audience at 10pm as the BBC and ITV show the news then - and it'll also get a more loyal audience as the competition is pretty much constant, rather than at 9pm where one night they might do well, but the next night there maybe something on BBC1 or ITV1 which will attract viewers away from BB.