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Next week, Daybreak will celebrate two momentous occasions as it marks not only two full years on air, but also unveils its third attempt to convince anyone to actually watch it. After the failure of Daybreak's initial launch, with its murky purples and berserk crack-of-dawn good cop/bad cop routines from Adrian Chiles and Christine Bleakley, and its subsequent taped-together stopgap period where everyone was content to daub yellow paint over everything and pretend that they were all still on GMTV, ITV is obviously hoping it will be third-time-lucky.
From Monday, Daybreak's new presenters will be Aled Jones and Lorraine Kelly. In addition, we're promised a new studio and a brand-new feel. ITV's director of television Peter Fincham seems to have been going out of his way to lower expectations of the relaunched show, but it certainly can't be any worse than what's gone before. Daybreak needs fixing. But then so does its breakfast TV rival on BBC1.
And at least Daybreak is doing something about it. The new hosting lineup doesn't exactly scream hard news, but Daybreak has already proved that it can't do hard news very well. Kelly and Jones are the sort of presenters you can imagine cooing at pictures of baby animals for two hours or modelling a succession of novelty jumpers knitted by viewers. All the signs are that Daybreak will become a haven for those seeking to be eased into each morning by a friendly face, a handful of gentle interviews and a surfeit of heartwarming human interest stories. Admittedly, that's not for everyone. But it's surely better than a furious Adrian Chiles.
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Daybreak is to be rebranded Monday. New Logo and Studio.