made for the channel were repeated on BBC1, attracting higher attention there, such as The Forsyte Saga when it gained a repeat on this channel. Between 1973 and 1977, BBC1 achieved an average audience share of 45% under Bryan Cowgill. This was the channel's most successful period in terms of audience share.

On 30 December 1980, the BBC announced plans to introduce a new breakfast television service to compete