Launch TalkTV

[Inspector Sands]

I think that as much as people think there may be obvious reasons or easy fixes here, I’m not sure that’s the case.

I think it’s fair to say the following:

• The News Desk is a really well made show
  
• Piers Morgan turned GMB around, built their audience, and gave it a high profile
  
• Talk TV’s evening schedule looks respectable in terms of on-screen pres and has well-known names presenting or featuring
  

As much a figure of fun Piers is, he is broadly popular (despite protests to the contrary, I think more people quietly like him than loudly dislike him)

But those who do like him do they really like him enough to watch him on TV? Personally I don't think he has an enthusiastic enough fanbase, his problem is that he's a figure of fun as you say, but the public are generally apathetic about him. There's no love or hate about him, it's more meh. 

He did turn around GMB, but that was because he disrupted an existing programme - we watched to see him and his co-hosts reaction. The ratings improved but the ony time it won the slot was the day he walked out - people watched to watch the car crash, they didn't watch that day for his opinions.

and he was praised for his holding of MPs to account in the early days of Covid. 

He was, but part of the problem is that he's now on a channel where that probably doesn't play well - both criticising the government and not being a covid-sceptic. The same in the US - he was praised for his anti-gun campaigning, but now is on an outlet where that opinion doesn't go down well either. 

That's always been my problem with Piers, when he puts his talents to something worthwhile he's great, but then he ruins it on stuff like Megan Markle, Vegan sausage rolls and the nonsense he's doing now