A Morning With TV-am (TV-am, 1988)
After some of my recent pieces looking back at TV adverts were successful, I thought that I would do another one. I was pleased to find a full edition of TV-am on YouTube courtesy of Gavin Martin, and it was recorded on 16 November 1988. This piece will concentrate on the adverts that were shown, but there will also be some comments about a few other things that are notable.
The first few years of TV-am were rather traumatic as has been well documented, with many struggles to fill advert breaks in the early days, but they were in a much better situation by this point after almost six years on air, the format had settled down. TV-am begins at 6am and the first hour is The Morning Programme featuring the latest news, sport, business and so on.
The first break is at about 6:16am (I was never very good at being able to tell the time by TV-am’s onscreen clock) featuring only a couple of adverts, but there is a rather odd one for Wisdom toothbrushes. The next break is at about 6:40am and features one of the highlights from this video, an advert that I remember for the Early Learning Centre featuring a rather odd talking doll.
The next break includes Ross (a lot of these adverts seem to be voiced by Chris Tarrant), Thomson with Cilla Black, Sellotape’s special crystals, a bowlful of Corn Flakes and the excitement of Rolo which has one extra free. At 7am we go into the second hour and the start of Good Morning Britain which is the main segment of TV-am and features Mike Morris among the hosts.
Following Gyles Brandreth’s postbag and Huckleberry Hound, the next break is at about 7:30am, and features lots of adverts for children’s toys. I don’t think it was half-term, maybe the Christmas rush was about to begin. The only trail during TV-am for a programme coming later on ITV is for Des O’Connor Tonight with guests including the chart-topping Five Star and Les Dennis.
Then after yet another news update, adverts include the Bed Bugs board game (I think I had that one), Commodore Amiga, Tyco Super Dough and Transformers. The celebrity guest being interviewed on the sofa that day was the singer Tiffany. Then there are more toy adverts including Super Cup Football (I want one for Christmas!), McDonald’s, Perfection (this one looks like it’s from about ten years earlier), Baby Secrets, Yawnies, Hobby Girl… well there are definitely no sale adverts shown endlessly here.
The first break after 8am brings us more even toy adverts including Fisher-Price and Grand Prix racing (it’s faster than the real thing), I am starting to think that this is a children’s channel. Then there are even more for Nosy Bears, Mr Chimney Pot (whatever that was), Ghost Castle (another board game that I’m fairly sure I had), Cup Final, Spirograph, Tuneyville Choo-Choo, Tesco (even they’re promoting toys), and squeezed inbetween all of this is another weather update.
Then we have a rather rare non-toy one for McCain’s Moon Waffles, tasty. We are now past 9am an into the final segment of the morning which is After Nine. Just a couple of short breaks here featuring cheese and one last lot of toys before it’s exercise time with Lizzie. And with that weird eggcup copyright picture, that’s the end for another day.