[AaronTV]

But it does seem it is a bulletin worth dropping to me - 2 million may be the 40% share daily, but most likely that has been dropping for years. A quick news update before 1pm would suit most people and I feel as the 2020s progresses, the lunchtime news on both BBC One and ITV1 will become less and less needed.

Dropping the most watched program of your entire daytime schedule would be the very definition of insanity. 

The fact that it remains the most watched program during daytime by some margin is a testament to the fact that there is a significant demand for it.

I would also imagine that live news is far more cost effective than daytime drama or factual, for example - hence the decision to axe Doctors and reportedly extend the News at One. 

ITV extending their Evening News has also been highly successful for them, filling x5 30 minute slots a week for very little cost, whilst actually improving on the slot average in comparison to the ‘filler’ programs that would otherwise be produced. 

How would BBC One dropping something that is incredibly popular and cost effective for something that is far more expensive and much less popular benefit, well, anyone?