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Arthur Perkins
Arthur Perkins
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Corinne Bishop, Deputy Editor, Good Morning Britain – Small Talk With Shout! Communications

Arthur Perkins
Arthur Perkins
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Our last Small Talk of 2019 finished on a high, with our speaker Corinne Bishop, Deputy Editor of the Bafta nominated TV show Good Morning Britain.  She had some fascinating insights regarding the preparation of the programme, the life of live morning television and how to deal with Piers Morgan!

Corinne has been involved in entertainment from a young age.  After a short spell at RADA she joined the BBC as a researcher, sparking a life-long interest in television reporting.  She initially moved to ITV to work on GMTV as a guest booker for entertainment guests before heading back to the BBC for a decade to work as a producer of music content such as documentaries and then The O-Zone,  a weekly music magazine show.

Back at GMTV she worked on the Entertainment Today slot, first as Head of Features and then in her current role of Deputy Editor at Good Morning Britain.

The ITV morning schedule is one that has evolved through the years and none more so than with the re-introduction of GMB .   The schedule has seen another shake-up this year, following the decision to take The Jeremy Kyle programme off-air in 2019.  The new schedule sees GMB on-air for an extra half hour from 6am to 9am; Lorraine will then start later than usual at 9am, following through to This Morning which gets an extra 30 minutes, now running  from 10am to 12:30pm.

Corinne says the programme’s reach continues to grow quarter by quarter – it’s popularity  testament to the combination of its presenters, plus the incredibly dedicated team who work virtually round the clock to support them.   Their focus is to identify the most interesting news stories of the day, mobilising a reporter wherever the story is, in the UK or further afield.

Corinne claims being the ones to break the news is at the forefront of their thinking; they want to be proactive and agenda setting. This can sometimes come at the detriment of a carefully crafted running order or even high-profile guest who has been booked.   Breaking news will always take precedent and so the show can often be a moveable feast.  It is never put to bed until it is fully off air!

The constant search to be ground-breaking and cutting edge has seen them secure some of the most high-profile interviews of the year: think Jennifer Acuri and Thomas Markle to name just a couple. Big name exclusives have become part of their hallmark and typically they do like to do all of their show live; it’s rare to have a pre-recorded story. At Shout! Communications we offer a commercial celebrity spokesperson sourcing service to put you in contact with a third party celebrity for interview or to endorse your brand.

This innovative style is all part of their effort  to ’shift the breakfast TV dial’ and throw it out the window – none more so than with the appointment of Piers Morgan as the show’s main anchor. A large contact book and a large personality has seen the show certainly get louder. Debates can often rage long after they were supposed to finish and this again can see other segments dropped at the last minute.  This fight for airtime is now embraced as part of GMB’s fluid running order and the show’s social team are now very much part of the process. Clips get pumped out on Twitter and other channels almost as soon as they have happened. This is part of the new process that sees the reach of the show extend way further than just the linear airtime of the breakfast show – their social media following and consumption is huge. They also broadcast in North America and have a large number of viewers there too.

The show’s popularity is on the rise and Corinne is very aware of what works and what doesn’t work for them. Be prepared to see more of the same in 2020 as the battle for the breakfast time TV audience intensifies.

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