The BBC briefly nosed ahead in the Breakfast TV ratings war in 1983, more by sleight of hand than anything when they launched their service two weeks or so before the hapless TV-am. By early 1984 however the slide had begun, never to be reversed as their middle class style jarred with a firmly working class audience addicted first to Nick'n'Anne: and then to a collection of similarly 'next door' couples on sofas as offered by TV-am and GMTV.
They've tried various iterations over the years, and the latest has to be close to the poorest. The presenters seem to be caricatures, rather than characters. The show stutters between an over excitable weather girl generally parked outside in the courtyard jumping up and down shouting `It's a GORGEOUS day!' to a Billy Bunteresque Business correspondent, (with his own studio, guests and crew no less) in the London Stock Exchange.
The anchors are no better, seemingly selected for appeal rather than ability with 'Lipstick' Kaplinski's reach seemingly exceeding her grasp on any subject more complex than fashion. Dermot Murnaghan is a little better, and looks like he might even have read the briefing notes before his interviews. Best of the lot is Rob Bonnet, who presents the sport, by the admittedly old fashioned technique of coming along, sitting on the end of the sofa, and reading it. He occasionally subs for Murnaghan who's contract clearly forbids him presenting on Fridays and at least lifts the shows solidity if not its style.
Weekends are better with Bill Turnbull generally partnered with Siân Lloyd or Jules (who, bizarrely, becomes Julia at weekends) Botfield. Exiled to the News 24 set, they manage to keep the 'matey' style going without too much of the self indulgent mannerisms of their weekday opposite numbers.
All in all it's an expensive white elephant aimed at the middle class, and middle aged commuter belt audience in the Home Counties (hence the inappropriate emphasis on business and London weather) I'll give you one guess as to the demographics of those responsible for this programme.
Thank God for Sky.
