Could Roland Rat Save Daybreak?

As ITV's troubled Daybreak sheds viewers quicker than the Lib Dems shed voters, maybe the only choice would be to bring in 80's legend Roland Rat.

Viewers have been deserting the breakfast programme since it took over from GMTV in September. This week saw Daybreak drop to 545,000 viewers, some 860,000 viewers behind their BBC rivals. It seems that the costly duo, Adrian Chiles and Christine Bleakley have failed to attract breakfast viewers to ITV.

Back in the early 80's TV-AM was launched to rival BBC Breakfast, yet very early on ITV was being trouted in the rating war. Then bosses brought in Roland Rat (pictured above) with his side-kick Kevin the Gerbil. Within weeks, TV-AM had become the breakfast darling and quickly became the top breakfast programme.

ITV needs to bring in somebody or some animal in order to perk up the viewers, Adrian and Christine have the right chemistry but the programme needs something more. TV-AM is a classic example of how to turn a breakfast programme around - so bring out Roland Rat or Zig and Zag to liven up the show.

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