Within six weeks of broadcasting, the station had lost 2 million viewers. Mark Lawson of "The Independent" dubbed the new franchise 'Grinning Morons Television'. Greg Dyke was appointed chairman of the GMTV board and tasked with overhauling the station format, which included 'more popular journalism'. His role was primarily to bring new and imaginative ideas to the station without taking on full day-to-day running. Within three days, Howell had resigned; Dyke had refused to endorse any of her programming strategy for GMTV. Her replacement was Peter McHugh.