A major overhaul of GMTV output took place during the summer of 2008 – resulting in part from the loss of viewers to new competition from other digital channels, and to counter criticism that its output had become too lightweight. Red Bee Media was brought in as a consultant, with a view to refreshing the station’s on-screen look, which had changed very little since 1993. ITV and Disney agreed a £4.5 million investment to modernise the production of the programme, including new equipment such as Avid editing suites. This then led to the relaunch of GMTV on 5 January 2009, introducing Emma Crosby and Kirsty McCabe, who themselves replaced Fiona Phillips and Andrea McLean.
