C4 considers The Salon as possible RI:SE replacement

LONDON - Channel 4 is considering falling back on its reality television show 'The Salon' and US acquisitions such as 'Friends' and 'Scrubs' to fill its problem breakfast slot as the axed 'RI:SE' prepares to go off air.

The broadcaster has three months until 'RI:SE', its unsuccessful replacement for 'The Big Breakfast', comes off air in December.

It is understood to be discussing a number of options to try to reclaim the teenage market it cornered in the 90s when 'The Big Breakfast' was hosted by presenters Chris Evans and Gaby Roslin, and then Johnny Vaughan and Denise Van Outen.

A Channel 4 spokeswoman confirmed that broadcasting 'The Salon' in the mornings was one of a number of options that was being considered internally, but said it was not holding talks with production companies. A decision is expected later this month.

'The Salon', a reality show based in a beauty salon in London's Piccadilly, currently broadcasts for half an hour every weekday at 6pm.

Since 'The Big Breakfast' was axed last year, the broadcaster has been at a loss about what to fill the breakfast slot with. 'RI:SE' launched with a fanfare last April as a tabloid entertainment news show, but failed to attract the 300,000 viewers 'The Big Breakfast' drew in its dying days.

A complete change in the line-up of presenters failed to save it as viewing figures continued to fall, dropping to just 100,000. The failure of the format was rubbed in by Five, which beat it in the ratings with its Noddy animated children's show.

The teenage and young adult market is currently the only audience not served by terrestrial TV between 7am and 9am. The BBC and ITV provide news and discussions and Five screens cartoons.

Channel 4 is currently conducting research into trends in youth television and advertising to help it tap into the the 16-24 market, which accounts for as much as 15% of its audience. The findings will be reported next month.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .

Topics

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content