Piers Morgan ITV

Piers Morgan is joining the Good Morning Britain presenting team, ITV Breakfast has confirmed.

The journalist, who was ditched from the Daily Mirror as editor in 2004 after it was revealed the paper published fake photographs showing ‘British soldiers’ abusing an Iraqi, turned to television presenting after that scandal, and is now to co-host the morning magazine show with Susanna Reid three days a week from November.

“I am very excited at the prospect of waking up at 3am every morning, and even more excited by the thought of how annoying Susanna is going to find me after a few months. Good Morning Britain is a great show with a terrific team on and off screen. I’m looking forward to it enormously.” – Piers Morgan

Morgan also presents Life Stories for late night ITV and has been a judge on Britain’s Got Talent for the broadcaster. An attempt to crack American audiences with Piers Morgan Live on CNN failed to rate and was axed after limping along for just over three years.

“We’re proud of the strong show we’ve been building over the last 18 months and that audience figures are up some seven per cent year on year. We look forward to continuing that growth with Piers as part of the team.” – Managing Director of Daytime, ITV Studios, Emma Gormle

ITV has struggled to pull in viewers for its breakfast offering since the axing of GMTV, fronted by Emma Crosby and Andrew Castle, five years ago. Two versions of Daybreak – firstly the serious news show with Adrian Chiles and Christine Bleakley failed to lure in viewers and a second GMTV-style format with Aled Jones and Lorraine Kelly also proved a telly flop. A revival of the Good Morning Britain brand, first used in 1983 through to 1992, has proved slightly more successful for the broadcaster, although the show lead by Susanna Reid and Ben Shephard still remains below BBC One in the morning ratings and while ITV boast a 7% increase to Good Morning Britain in the last 18 months, they neglect to note that since GMTV ended the share had fallen by more than 30% with the failed Daybreak formats.

“How lovely, we can go to bed after watching Tom Bradby doing his best Richard Madeley/Alan Partridge impression patronising us throughout News at Ten-ish and wake up to the same with Piers Morgan on God Its Boring Britain. The BBC must love Peter Fincham.” – TV Critic Vivian Summers.

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Twitter users have welcomed the news in their usual truthfully gracious style…

 

 

Good Morning Britain airs weekdays from 6am to 8.30am on ITV, UTV and STV.

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