Staff at Daybreak have been given a rule-book, which gives guidance on everything from what to wear to when to laugh.
It stresses the importance of the "chemistry" between Chiles and Christine Bleakley, his co-host on BBC's One Show, and says they must "get viewers smiling".
The 19-page document, obtained by The Sunday Telegraph, says that the new show, which begins tomorrow, will be "more upmarket" than its predecessor GMTV, which it describes as being "lazy" and "cheesy".
ITV is investing £10 million over four years to secure the talent of Chiles and Bleakley, £6 million and £4 million respectively, in an attempt to challenge BBC Breakfast.
The BBC One morning show overtook GMTV in 2008 and now has as many as 1.3 million viewers a day – 400,000 more than its rival.
While BBC executives have tried to play down the loss of the two presenters, the ITV document makes clear how important the pair are to the new show's success.
"Adrian and Christine's relationship – and the chemistry they have – is key," it says.
"We don't want them to look serious and glum for two and a half hours, they share a joke, have some banter, look like they're enjoying themselves."
The document urges staff to "think Top Gear" and says that everything they do must be "credible, classy and very high-quality", stressing that guests must be more interesting and competitions less "cheesy".
"Gone are the days of bog-standard interviews in hotel rooms," it says.
"We're setting the bar high when it comes to guests. You have to reach a certain standard to get onto Daybreak."
The document says: "We've moved well away from an over-reliance on lives to tell stories. It can often be lazy and, frankly, look c**p – especially in winter."
The rule book adds that "dull guests" are banned, sets out criteria they must meet, and that competitions need to be "more classy and less cheesy".
It adds: "We will be authoritative but we won't be dull. We'll have fun, we'll laugh in the right places.
"No attempts at naff humour!"
http://www.telegraph.co.uk/culture/tvandradio/7981787/Adrian-Chiles-must-not-look-glum-on-new-Daybreak-show-say-ITV-bosses.html
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