[London Lite]

On one hand they're not attempting to be a news channel as the branding makes it clear what they're doing, but GB News has had the upper hand by launching first and getting a (bad) reputation among those who believe the channel shouldn't even exist.

Talk TV hasn't had an advertising boycott, but has been grouped in the same category as GB News.

The production and presentation on the channel has been largely good, but it does feel like they're GBN Lite as it's a more toned down version of that channel. Yet Morgan's show despite getting some guests bang on target for the demo like Trump simply doesn't have any real direction. If you watch Wootton on the other side, you know what you're getting even if it most of it is off the scale of normality.

The other is the over reliance of the radio side of the operation, which has been performing better in some dayparts than the prime-time made for tv shows.

They can call it Sun TV or anything else, but the fact is Murdoch has lost this one. Talk TV isn't Sky Mark II and those who watch for culture wars on tv are watching in slightly higher numbers to GB News instead.

The radio station is performing better, although still not to the heights of the more balanced LBC.