THE first episode of ITV's new breakfast show aired today - to a mixed reaction from viewers.
The new programme sees former BBC Breakfast star Susanna Reid joined by Ben Shephard, Charlotte Hawkins and Sean Fletcher.
The hosts sit behind a desk in a US-style format, in contrast to Daybreak and BBC Breakfast's sofas.
But the show was not wholly convincing for every viewer.
Following the show Ms Reid took to Twitter to ask viewers what they thought.
Fan Chris Lowe replied: "Quality from our lady through and through!
And Esharat Nasar-Ahmed wrote: "@GMB 1st show today & 225K followers already.. How is that even possible?!?! Well you must be doing something right. Great show."
But others were not so sure.
Robyn Dooley posted: "Just not feeling Good Morning Britain."
Another tweeted: "Good Morning Britain like a school xmas play - loads of people all given a few lines!"
She told GMB's website: "We all start behind the desk, which hasn't happened for a while. It's a good place for us all to be sitting.
"Is this a bold move? I think it makes it not a direct comparison to what is on the other side.
"It marks us out as distinctive. We are more of a team than a pairing."
GMB's predecessor Daybreak also saw high profile BBC presenters jump ship to ITV, with hosts Adrian Chiles and Christine Bleakley switching to the channel.
But critics said they failed to transfer the magic they had hosting BBC's The One Show over to the commercial broadcaster.
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