Wednesday 17 October 2018

TV3’s Ireland AM braces for Breakfast TV battle with RTE

Independent.ie reporters

IRELAND AM, TV3’s flagship breakfast television show, launched its revamped ‘newsier’ programme this morning in preparation for a ratings battle with RTE.

There is mounting speculation that RTE will launch a breakfast TV show later this year, going into direct competition with the TV3 show.

However Ireland AM presenter Sinead Desmond has warned RTE will have their work cut out for them should they attempt to take on the TV3 show.

She told The Sun: “I say bring it on. Competition is healthy. We’re doing Ireland AM for 13 years and it’s not because we don’t have competition.”

The new look show this morning saw Sinead and co-presenter Mark Cagney introduce the main news items of the day, before going to the main news bulletin.

The more ‘light’ human interest features are no longer introduced at the beginning of the show – an attempt to introduce a more serious edge. The first hour will now be focused on breaking news, with an integration of social media.

However Desmond says the changes are to keep the format fresh: “We have a very strong loyal audience, many of whom have been watching since the beginning, and our viewers just continue to grow.”

“They watch the show because they like what we do, not because there’s nothing else on”, she continued.

Although RTE have not commented on speculation regarding a breakfast show, there has been some suggestion that a new show to be filmed in Cork may in fact be broadcast in an early morning slot.

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