It is no secret that the name of Channel 4’s breakfast show, RI:SE, does not refer to its performance – but the Diary had not realised how desperate things had become before the show’s recent revamp. A whisper has reached this corner of the media that last November, someone at RI:SE felt it necessary to take drastic steps to stop the show losing any more viewers.
The Diary hears that London radio station Heart 106.2 was asked by person or persons unknown if it could change the end-frames of its TV ads for the Jono and Emma at Breakfast show, which were running on Channel 4. It is understood the ad had to refrain from actually asking viewers to tune in to Heart’s breakfast show, in the hope that they would watch RI:SE instead.
The Diary feels this idea has mileage, and looks forward to seeing newspaper ads extolling the virtues of ITN, Blockbuster Video reminding the public there’s a decent film on Five tonight and AOL telling you to look on Teletext.