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RI:SE has been described as a tabloid television show modelled on the red tops. It is the first major programme change at the channel since Mark Thompson, the former BBC director of television, was appointed to the position of Channel 4 chief executive.

RI:SE, which will be hosted by Mark Durden-Smith, Kirsty Gallagher and Chris Rogers, is an attempt to reverse the dramatic decline in audiences suffered by The Big Breakfast. At its peak, The Big Breakfast had an audience of 1.5 million, but this then dropped to 200,000 - less than 17 per cent of the available breakfast audience.

The advertising campaign aims to position RI:SE as a show that enables time-pressed viewers to catch up with everything they need to know for the day ahead.

It kicks off with a teaser campaign of unbranded posters using the line "Are You Awake?". The campaign then moves into four executions, all bearing the same line and featuring a person involved in early morning activity.

The final burst of activity will include the show title and transmission information.

Off-air executions will run in conjunction with an on-air teaser campaign, commencing 15 April.

OMD UK and Outdoor Connection have bought roadside hoardings, tube escalator panels, posters, golden square sites and 48-sheet poster sites across London.

Michaelides & Bednash devised the media strategy.