ITV's breakfast slot has had its new dawn as TV golden girl Susanna Reid launched the much-anticipated show Good Morning Britain.
The programme team managed to secure a behind-the-scenes chat with One Direction to get the first edition on its way as the group recorded the video for their next single You And I.
Susanna wore a dazzling red dress, not too many shades from the sofa from which she used to present BBC Breakfast until she was poached by her new bosses.
For viewers, one of the biggest changes to predecessor Daybreak - along with the presenting team - will have been the move to the hosts sitting behind a glass desk rather than largely perching on a sofa, which some observers have interpreted as more of a US-style approach.
Susanna said beforehand of the introduction of the desk: "I think it makes it not a direct comparison to what is on the other side. It marks us out as distinctive."
She has been joined by Ben Shephard, Charlotte Hawkins and Sean Fletcher for the new weekday show which begins at 6am and continues until Lorraine Kelly takes over at 8.30am.
Viewers were divided on the show, with some lamenting the passing of its predecessor while others praised its fast pace and gloss.
Good Morning Britain also featured Andi Peters presenting a 'Wheel Of Cash' competition slot from Kirkgate Market in Leeds, inviting visitors to win prizes.
After the show, Susanna posted a message online to thank fans for all their support on Twitter and reminded them the show would be back tomorrow.
Now all eyes will be on the viewing figures to judge whether the show gets an audience boost, which is so important to commercial broadcaster ITV.
For its last major revamp - when GMTV was replaced by Daybreak - ITV saw a temporary lift but within weeks the ratings had settled back to their previous levels and presenters Adrian Chiles and Christine Bleakley, both big name signings from the BBC, were sidelined.
