Mission Control

Good Morning Britain 2026: What Shapes the Programme

Good Morning Britain connects national news with everyday life, giving organisations a reason to contribute when they can explain a clear consequence for viewers.

In this Mission Control report, Be Broadcast analyses 128 GMB episodes and 2,008 editorial guest appearances to identify the programme’s priorities, how its focus changes through the morning and what this means for PR and communications teams.

The findings show how evidence, personal experience and relevant expertise shape contributions, while recurring issues create opportunities beyond the first headline.

Inside the report:

  • The topics that dominate GMB’s agenda
  • How coverage and guests change through the morning
  • The guest backgrounds and titles most frequently featured
  • How the programme uses research and numbers
  • The issues that return and how interviews develop
  • Practical guidance for pitching and spokesperson preparation

How UK Broadcast Covers AI 2026

Artificial intelligence has become one of the defining stories of our time. But the story itself has changed.

In this Mission Control report, Be Broadcast analyses 215,519 UK television and radio transcript records from the first six months of 2026 to understand how broadcasters now cover AI, what drives the biggest moments in the news cycle and what that means for organisations trying to communicate about the technology.

The report finds AI has entered its “consequence phase”. Coverage has moved beyond product launches and workplace productivity to focus on jobs, copyright, child safety, cyber security, energy, national security and public accountability. AI is no longer treated as a technology story in isolation. It has become part of almost every major news agenda.

It also explores how coverage has evolved since 2025, with journalists shifting their attention from products such as ChatGPT and Copilot towards the companies, infrastructure and public consequences behind artificial intelligence.

Inside the report:

  • Why AI has moved from product hype to its “consequence phase”
  • How UK broadcast coverage changed between 2025 and 2026
  • Why broadcasters increasingly focus on accountability, jobs and public impact
  • The sectors where AI is viewed most positively, and where scrutiny is growing
  • Why human stories consistently outperform technology announcements
  • How broadcasters frame AI differently across television, national radio and regional radio
  • The biggest AI news moments of 2026 and what drove them
  • Practical guidance for PR and communications teams looking to earn coverage in an increasingly crowded AI landscape
Be Broadcast Mission Control broadcast media intelligence report

The News and the State of the Nation

Modern news no longer arrives as a single moment. It follows audiences throughout the day through alerts, feeds, radio, rolling coverage, social media and conversation.

In this Mission Control report, Be Broadcast analyses every BBC and ITV News at Ten bulletin between September 2025 and March 2026 to understand what the biggest stories of the day reveal about the wider news environment, public mood and the emotional atmosphere brands are now communicating within.

The report explores how crisis, conflict, repetition and limited resolution shape what audiences carry with them, and why organisations need to understand the context their messages enter before planning campaigns, spokespeople or media activity.

Inside the report:

  • Why modern news increasingly feels less like separate events and more like a condition
  • How more than 80% of bulletins contained multiple crisis or scandal-led stories
  • Why concern is the dominant emotional state in the news environment
  • What broadcast journalists told us about emotional fatigue and switching off
  • What this means for brands, PR teams, spokespeople and anyone communicating into public life

To deep dive on the report – download below.

Opinion is cheap. Evidence is not.

Be Broadcast’s Mission Control applies a data science approach to broadcast strategy.

Strategy must follow evidence. Broadcast PR should not be “being famous for a day”.

Mission Control is our intelligence platform.

It tells us:

  • How brands are portrayed on broadcast
  • Where your competitors dominate
  • Where the white space exists
  • What themes are rising
  • What emotional territory is unoccupied
  • Who your influencers are (or could be)
  • Right down to what words are used about you
  • And much more

In a world where traffic is unstable and AI can rewrite anything, insight is your edge.

Be Broadcast’s Mission Control makes sure every campaign is grounded in what is actually happening across radio and television.

And is measurable. Against yourself, your competitors and who you aspire to compete with.

Be Broadcast’s Mission Control provides human-led data analysis with PR advice and guidance.

Mission Control Media Training

Full day of media training, homework ahead of time to get everyone on the same page – your speakers leave feeling confident and ready to take on media interviews.

Mission control offers three types of media training Spokesperson Development Spokespeople are the face of your organisation. Their ability to communicate effectively can greatly impact the perception of the mission they represent. That’s why media training is so important for spokespeople. Media training equips them with the skills and knowledge necessary to communicate confidently and effectively with the media.

Effective media training can help spokespeople to build confidence and credibility when speaking with the media. They can learn techniques to maintain composure, stay on message, and handle tough questions. This can help them to effectively communicate key messages in a clear and concise manner.

Mission Control media training provides spokespeople with the skills they need. The focus here is on the practical rather than theory. The process begins with both spokespeople and PR teams undertaking confidential detailed analysis of media experience, concerns and challenges. We use this to form the backbone of our approach.

Following the session we provide a full and frank report – including actions for both PR team and spokespeople to work on.

This includes a short video of the core elements – specific to the
spokesperson (meaning they can watch on-demand ahead of any future media engagement to remind themselves).

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Mission Control Insights

Monthly or ongoing – we’ll deliver you insights on what is happening with your brand, your competitors or your audiences across broadcast channels.

At Be Broadcast, we offer a unique perspective on the competitive landscape of broadcast media, providing in-depth analysis of how your competitors (both direct and messaging) are approaching the market, as well as a comprehensive overview of how subjects are being covered across all media in data-driven terms.

Our team of experts leverages the latest technology to analyse and track all editorial coverage, including sentiment, outreach, depth, and the preferences of key influencers and stakeholders.

By partnering with us, you’ll benefit from our strategic consultancy services, which provide insights into how each organisation is approaching broadcast media and how you can position yourself in the market to gain that all important competitive advantage.

Our data-driven approach allows you to not only base your broadcast campaign on strategic insights for your organisation but also on a comprehensive understanding of the broader competitive landscape.

In short – you will learn who is winning your space, why and what you can do to either retain or grow share of voice.

Mission Control gives you the tools and expertise you need to achieve measurable communications goals and stay ahead of the curve in an ever-evolving media landscape.

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Mission Control LIVE

Be broadcast will host your crisis plans in a live scenario with industry media, broadcasters and social experts to underline your strategy – followed by action planning to bring clarity to grey areas.

Planning for a PR crisis is crucial for any company, because when a crisis hits, it can cause significant damage to reputation, brand image, and bottom line.

But when broadcast isn’t your speciality – are you confident your current plans will stand up? Especially when a broadcast decamps outside of your HQ?

Our approach to crisis planning puts current plans to the test – identifying and challenging the company against macro and micro factors with a view of finding grey areas.

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