TV-am was a TV company that broadcast the ITV franchise for breakfast television, in the United Kingdom from 1 February 1983 until 31 December 1992. The station was the UK's first national operator of a commercial Breakfast television franchise. Its daily broadcasts were between 6am to 9.25am.

Throughout its ten years of broadcast, the station regularly had problems resulting in numerous management changes, especially in its early years. It also suffered from major financial cutbacks hampering its operations. Though being on a stable footing by 1986 and winning its ratings battle with BBC Breakfast Time, within a year further turmoil ensued when industrial action hit the company.

Despite these setbacks, by the 1990s TV-am had become the UK's most popular breakfast show. However, following a change in the law regarding TV franchising, the company lost its license. It was replaced by GMTV in 1993.


 [hide*1 Foundation


The Independent Broadcasting Authority awarded the breakfast franchise to TV-am on 28 December 1980.[1]

Although the initial launch date was set for June 1983, the Independent Broadcasting Authority allowed the station to bring forward its start-date to 1 February 1983 in response to the launch of the BBC serviceBreakfast Time two weeks earlier.

This hurried start affected the company in two ways. Firstly, ITV had failed in its negotiations for royalties and rates for advertising on the new Channel 4 and the breakfast service with the actors' trade unionEquity. The union instructed its members to boycott the new station, which meant there was little or revenue from advertising, in the early days.

Secondly, it was believed that the BBC's breakfast service would be highbrow, focusing on news and analysis, so TV-am had developed its new service to copy that. However, the BBC launched a lightweight, magazine-style programme that mimicked the style of United States breakfast television. With the launch of the BBC's Breakfast Time brought forward at short notice this gave little time for TV-am to redevelop its plans.

TV-am was spearheaded by 'The Famous Five' who were not only lined up as presenters on the station, but were also shareholders — Michael ParkinsonDavid Frost (1983–92), Angela Rippon (1983), Anna Ford(1983) and Robert KeeEsther Rantzen had originally been one of the station's 'star' line up of presenter/shareholders, but pulled out in 1981, due to the birth of her first child. Both Esther and company agreed the early morning starts would make it much harder for her to spend time raising her child.[2]

There had been many difficulties for the other presenters in the run-up to launch. When the franchise was announced in December 1980, Angela Rippon's contract with the BBC was about to expire, and was not renewed as a result of her new employment. This left her seeking freelance work before TV-am went on air. Anna Ford was dismissed by ITN, which had been part of another consortium bidding for the breakfast contract. ITN had presented Ford as their female programme anchor as part of their bid, unaware that she was planning to defect to TV-am. ITN heavily criticised her disloyalty and that her dishonesty had made their bid seem 'ridiculous' to the IBA.[3] ITN replaced Ford with Selina Scott, who herself landed a double blow to ITN when she defected to the BBC to present Breakfast Time towards the end of 1982. Michael Parkinsondid remain with the BBC who hoped to persuade him to stay as they had with Rantzen, but he finally left the corporation in 1982.

[1][2]The egg-cups on the former studio can be seen in the top right, to the left is Regent's Canal.

TV-am's headquarters and studios were at 'Breakfast Television Centre', Hawley Crescent, Camden Town, London. Designed by Terry Farrell and converted from a former car showroom, the building included a number of large plastic egg-cups on its roof.

Programmes originally ran from 6am to 9.15am, with Daybreak, then Good Morning Britain (neither related to the 2010 and 2014 ITV shows of the same name) filling weekday mornings. This was followed by a 10 minute interval before the start of the regional ITV franchises at 9.25am. The IBA later extended TV-am's hours to 9.25am to allow continuous programming, following which Good Morning Britain was reduced to a two-hour slot from 0700 to 0900. The 0900 to 0925 section, was relaunched as a female-skewing lifestyle magazine segment titled After Nine. Although TV-am was a separate broadcaster occupying the ITV network channel during the morning, from the late 1980s the ITV stations extended their hours to 0600 to provide 24-hour television, handing over to TV-am at 0600, which may have further fuelled the viewer's technically-incorrect impression that TV-am was a programming slot within the ITV schedule.

Difficult beginnings[edit]Edit

While the BBC's Breakfast Time was successful, TV-am's early ratings were disappointing. Its high-minded and somewhat starchy approach, summed up in chief executive Peter Jay's phrase "mission to explain", sat uneasily at that time of day, compared to Breakfast Time's accessible magazine style, which mixed heavy news and light-hearted features (famously moving cabinet ministers, after a serious interview, to help with a cookery demonstration).

The first day of broadcasting included an hour of hard news in Daybreak, a short film and interview with Norman Tebbit about the current level of unemployment. A Live comic strip, called "The World of Melanie Parker" [4] and Though the keyhole.

Within two weeks of the launch the ratings dropped sharply. From the start of March, Daybreak was reduced by 30 minutes and presented by Gavin Scott [5]

Good Morning Britain was moved 30 minutes earlier to start at 06.30, with Angela Rippon joining Good Morning Britain.[6] A month after launch, the ratings fell again to just under 300,000.[7][8]

The company's weekend show presented by Michael Parkinson initially became the only success for the station, largely because the BBC did not broadcast on weekend mornings. The Saturday editions drew 1.5 million viewers.[8]

A boardroom coup ensued on 18 March 1983, when Peter Jay stepped aside allowing Jonathan Aitken to become chief executive of the station, after mounting pressure from investors who had demanded changes.[9][10][11] On the same day Angela Rippon and Anna Ford came out publicly to support Peter Jay, unaware he had already left. A Month later both Rippon and Ford were sacked.[12] A few months later, Anna Ford encountered Jonathan Aitken at a party in Chelsea; in a parting shot over the terms of her dismissal, Ford threw her glass of wine in the face of Aitken, saying of her action: "It was the only form of self-defence left to a woman when she has been so monstrously treated".[13][14] A couple of days later both Rippon and Ford started procedures to sue TV-am,[15][16] by October, the case was dropped after reaching an out of court settlement.[17]

A month later, cousin Timothy Aitken became chief executive of the station due to the IBA rules regarding MPs operating a television station.[18] Parkinson ended up in lengthy talks with Aitken over the issues and the sacking of his two former collegues, which resulted in him becoming a director of the company and joining the board of management.[19][20]

On Friday 1 April 1983[21] (good Friday) Roland Rat made his first appearance. Roland was devised by TV-am Children's editor Anne Wood to entertain younger viewers during the Easter holidays,[22][23] which boosted the station's audience. Roland is generally regarded as its saviour, being described as "the only rat to join a sinking ship". During the Summer, when Breakfast Time hosts, Frank Bough and Selina Scott were off[24] Roland helped take the audience from 100,000 to over a million.[25]

In early April 1983, David Frost was moved to the Sunday slot, and was replaced by sports presenter Nick Owen[26][27] to front Good Morning show, with Anne Diamond joining from the BBC to become his co-presenter, six weeks later.

At the same time, Greg Dyke was brought in as director of programmes to help overhaul the station's output.[28][29] During April, the live comic strip, "The World of Melanie Parker" was axed.

On Monday 23 May 1983, TV-am's new look started.[30] Daybreak was axed, with Good Morning Britain extending to start at 06.25. Commander David Philpott was moved to present the weather at the weekends only, with Wincey Willis becoming the new weekday weather presenter, and a host of new features were introduced:

  • "History of Today" by Jeremy Beadle
  • An Exercise spot with Mad Lizzie
  • Cooking with a retired Vicar called the Cooking Cannon (Rustie Lee would later take over)
  • Fishing correspondent, "Cod-father"
  • Nick with Lynda Barry (later succeeded by Anne), reading out the newspaper Bingo numbers.

By the end of its first week TV-am's ratings had doubled to 200,000.[31]

It's continued low audiences brought financial problems. The company was close to having its power supply disconnected - a London Electricity official arrived during a press conference with a warrant to cut off power for non-payment. On numerous occasions, the presenters failed to receive their monthly wages, while the local newsagent stopped supplying the station with newspapers due to lack of payment. To save money, the show spent the summer on the road, using the Outside Broadcast truck from various seaside resorts around the UK, and was presented by Chris Tarrant.

Bruce Gyngell[edit]Edit

[3][4]Good Morning Britain was TV-am's flagship show. This shot from 1986 shows the main set, clock and (from left to right) presenters Richard Keys,Anne DiamondNick Owen and Wincey Willis.

Australian business tycoon Kerry Packer took a substantial minority interest in the company, and in early May appointed his own Chief Executive, Bruce Gyngell who was brought in to help make the company financially viable. Greg Dyke left with a few weeks of the appointment,to take a new position with TVS[32] 10 days later, general manager Michael Moor also left the station.[33]

Gyngell pursued the same lightweight, populist approach that Dyke had forged to establish the station's viability, a model parodied later in a Guardian newspaper headline as 'Snap, Crackle and Pap'. The station overhauled is children's Saturday morning programme with Wide Awake Club, replacing Data Run and SPLAT as part of the cost-cutting by management.[34]

The cost-cutting was brought sharply into focus in the Brighton hotel bombing on the British Cabinet in October 1984. The night before the terrorist attack, TV-am sent the production team home as they could not afford to pay for hotel rooms. When the blast occurred in the early hours, the BBC and ITN provided immediate coverage. TV-am's response was limited to a caption of reporter John Stapleton reporting over the phone (as seen here from TV ARK), while the BBC were showing graphic coverage of the attack. Trade union agreements at the time meant that technical staff at the local ITV station TVS would not provide cover for another commercial television company, and TV-am's previous conflicts with ITN meant that the latter would not share their footage with them.

The whole affair earned the company a severe rebuke from the IBA, who told the company to invest and improve their news coverage, or they would lose their licence.

In an echo of the changes which had occurred in newspapers, Gyngell was determined to make use of technical developments in television in order to reduce staff and save money. He believed that the ease of use of modern video-recording and other broadcasting equipment meant that staffing levels could be reduced: ENG crews would no longer require a separate lighting technician (following a pattern familiar in Gyngell's native Australia), and technical personnel could be virtually eliminated. This brought him into conflict with the broadcasting trade unions, but gained him support from Prime Minister Margaret Thatcher and her government.

Intra-industrial dispute[edit]Edit

On 23 November 1987, technicians at the station went on a 24-hour strike.[35][36] Management locked out the strikers, but stayed on air using non-technical staff to broadcast a skeleton service including (among other things) episodes of the American series FlipperBatman and Happy Days; while secretaries manned cameras, Gyngell himself directed the show. Although shambolic at times, this schedule turned out on occasions to be more popular than former programming (although not what they would have been be allowed to broadcast under any other circumstances).[citation needed] In the hurricane-force storms that hit Englandin October that year electrical power to TV-am's studios was lost and an emergency programme had to be transmitted from facilities at Thames Television's Euston Road centre, using reports from TV-am's own crews and those of ITNTSW and TVS. All this withstanding, the programme continued to thrive. Eventually, Bruce Gyngell fired all of the strikers, replacing them with non-unionised labour from around the world.

In the years that followed, the station gradually found its feet again. By the early 1990s, operating with a significantly reduced staff, it was the world's most profitable TV station in terms of turnover. During this period the station became the most popular breakfast television service in the UK, as the BBC's Breakfast Time lost viewers. In 1989, the BBC had replaced the magazine-style Breakfast Time with a more in-depth and analytical news format called Breakfast News, reminiscent of TV-am's original format.

Law change and demise[edit]Edit

[5][6]TV-am's custom-built studio complex at Camden Lock, showing the TV-am lettering down the side of the fascia covered with discs, as was the case from 1993 to 2012

In 1990, changes in broadcasting law meant that commercial television franchises were no longer allocated on merit or potential, but rather through a blind auction, the results of which were made public on 16 October 1991. TV-am bid £14.3m, but were outbid by another consortium, Sunrise Television (which changed its name to GMTV when it launched), which had bid £36.4m. Ironically, in the years following GMTV's launch, the group approached the ITC to retrospectively obtain a reduction in this fee,[37] reducing it to a level below TV-am's original bid.[38]

By February 1992, the first on-screen effects of the licence loss became obvious, with TV-am closing its in-house news service and contracting it out to Sky News for a one-off payment. Children's programming also suffered, with fewer appearances of Timmy Mallet, though Wacaday would continue to appear during major school holidays until TV-am's close; another impact was the abrupt cancellation after just six weeks of the Chris Evans-hosted Saturday morning strand TV-Mayhem, which had initially been commissioned for a forty-week run, and its replacement with presented-out-of-vision back-to-back cartoons strand 'Cartoon World' on Saturdays from 8am (extended to 7.30am later in the year).[39]

Margaret Thatcher, whose government had introduced the change to the allocation of commercial television franchises (but who had by then been replaced as Prime Minister by John Major), famously wrote to Bruce Gyngell, apologising for being partly responsible for the loss of the TV-am's licence. It read, in part: "I am ... heartbroken. I am only too painfully aware that I was responsible for the legislation."[40] The letter was private but Gyngell made it public, which drew criticism from friends of the former Prime Minister.


The station's final broadcast ended on 31 December 1992 at 9.21am. Credits over a black-and-white still of the station's cast and crew in the studio showed snapshot of their portraits as the screen faded ending with the caption: TV-am: 1 February 1983 - 31 December 1992.

This was then followed by a final commercial break in which there was no final appearance by the famous eggcups, although they made their last appearance on Wednesday 30 December 1992.[41] Instead, the final commercial was for GMTV.

At 9.25am the other franchise-losers, TVSTSW and Thames, began their final day's schedules and were replaced at 12 midnight by MeridianWestcountry and Carlton respectively.

The next day of GMTV began at 6am. Their opening studio segment included a tribute to TV-am in the form of a painting similar to their ident visible on the set behind the presenters. While TV-am as an independent station had used an expensive of custom-built studio complex at Camden Lock, GMTV used studio space at The London Studios owned by one of GMTV's shareholders, LWT.

After closure[edit]Edit

The studios[edit]Edit

Breakfast Television Centre in Camden Town was sold to MTV Networks in 1993, with the famous eggcups still standing on the roof of the building beside the Regent's Canal. As well as being used by MTV for the production of its programmes, MTV Studios, as they were now known, were available for commercial hire within the TV industry. The TV-am lettering built into the fascia of the building was obscured - by being covered with discs - but were still partially visible.

In 1999 a fire broke out in a video suite, causing extensive damage to the first floor and roof of the building. Production studios and offices were undamaged, as were the eggcups.[42]

In 2011, MTV Networks applied for permission to make changes to the building, primarily to remove some of the studios - which were in decreasing demand following changes in MTV's scheduling and commissioning practices - and replace these with modern office space.[43] The rear of the building, facing Regent's Canal, was repainted grey rather than blue, but the structure - and the iconic egg cups - remained in place. The front of the building was more extensively redeveloped during 2012-2013: the studio block, which had been the site of the original TV-am studios, was demolished, and replaced with a new glazed-fronted office complex. The front 'courtyard' between the prior studio and office sections was renovated and reorganised, including the installation of a green wall. The office suite on the other side of the courtyard remained in place but was renovated, including the removal of the obscured-since-1993 'TVAM' lettering from the building fascia.[44][45][46][47] MTV Networks continued to operate from the building during the rebuilding and renovation works, and following the construction of the expanded office space was able to move Comedy Central UK and Nickelodeon UK from their prior Central London office complexes to Hawley Crescent.

The brand and programming[edit]Edit

In August 1993, TV-am plc became Crockfords plc, since 1995 known as Capital Corporation Ltd, a gambling company which is currently non-trading.

"TV-am", the TV-am logo, and fifteen registered trade marks are now owned by journalist Ian White.

The archive of TV-am programmes made between 1983 and 1992 was taken over by Moving Image Communications Ltd. Moving Image Communications has now recruited AP Archive as exclusive licensor of the TV-am footage library.[48]


Children's programmes[edit]Edit

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