on news and analysis, so TV-am had developed its new service to match 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 so-called Famous Five who were not only lined up as presenters on the station, but were also shareholders: Michael Parkinson, David Frost