THE BBC is to introduce a new rolling 24-hour channel dedicated to breakfast TV.
Presented round the clock by Bill Turnbull and Louise Minchin from the couch in Salford, every item will begin with the words Good morning, its five past seven.
Set against the backdrop of a permanently rising sun, the show will consist entirely of light, breezy items such as a Colchester man who breeds wallabies in his back garden, an EastEnders star becoming a WestEnder by appearing in a new musical, or an outside broadcast from a vegetable show.
Head of BBC programming Tom Booker said, Our research showed that we have more viewers at breakfast time than at most other times, so we concluded that audience must want it to always be breakfast.
People slumped on the settee eating cornflakes in their pyjamas, insensible to the time of day, are licence payers too.
And they are legion.
He added: On BBC All Day Breakfast, everyone always smiles, there will always be something inane but mildly diverting around the corner, and it will never be time to go to work.
Presenter Bill Turnbull insisted he was unfazed by the challenge of staying awake with a gentle twinkle in his eye for the rest of his life.
He said: For me, breakfast is paradise. I cannot bear to face lunchtime, evening, or worse, the hellish night with its slow, encroaching horrors.
Good morning, its five past seven.