The Big Breakfast, Planet 24’s youth-oriented breakfast show for
Channel 4, has appointed Brilliant PR to boost its audience and promote
its relevance to young viewers.
The appointment follows the arrival of marketing director Anita Hamilton
in May. Hamilton, whose brief covers all of Planet 24’s operation, said
Brilliant’s role was to make sure that ’our target audience knows what
The Big Breakfast represents and that they know the good news’.
The bad news was the decline in viewing figures from 1.9 million in its
heyday with erstwhile presenter Chris Evans in 1992. A number of
relaunches and new presenters failed to rekindle the show’s
Hamilton claimed that viewing figures were up 12 per cent from the
beginning of the year and were consistently improving. ’We are getting
700,000 to 800,000 a day,’ she said.
One of its first tasks will be to announce the new presenter line-up for
the autumn. The show will continue to use Denise van Outen with new
presenter Johnny Vaughan.
Freud Communications held the PR account for four years from launch
until the end of last year.