‘GMA Day’ gets new title at ABC: ‘Strahan and Sara’ (EXCLUSIVE)

ABC hopes to shed new light on “GMA Day.”

The afternoon extension of the network’s “Good Morning America” is getting a new name and look, according to a person familiar with the matter. Audience members present at Monday morning’s taping of the program will notice a new set and logo that tamp down the emphasis on the show’s links to ABC’s morning flagship and place more significance on hosts Michael Strahan and Sara Haines.

The show has been re-titled “Strahan and Sara,” this person said. ABC News declined to make executives available for comment.

PHOTOS: Michael Strahan and Sara Haines together

11 PHOTOS
Michael Strahan and Sara Haines together
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Michael Strahan and Sara Haines together
NEW YORK, NY - JANUARY 04: Sarah Haines cheers on Michael Strahan riding a Mechanical Bull during a Good Morning America filming promoting PBR: Unleash the Beast in Times Square on January 4, 2019 in New York City. (Photo by Walter McBride/GC Images)
Sara Haines, left, and Michael Strahan arrives at the Oscars on Sunday, March 4, 2018, at the Dolby Theatre in Los Angeles. (Photo by Jordan Strauss/Invision/AP)
GMA DAY - The cast of the 27th season of 'Dancing with the Stars' are guests on 'GMA DAY,' Wednesday, September 12, 2018. 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on the ABC Television Network. GMADay18 (Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY - John C. Reilly and Shemar Moore are guests on 'GMA DAY,' Friday, September 21, 2018. 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on the ABC Television Network. GMADay18 (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY - It's Sara's birthday on 'GMA DAY,' Tuesday, September 18, 2018. 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY - Matthew McConaughey is a guest on 'GMA DAY,' Thursday January 24, 2019. 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY - Show coverage of 'GMA DAY,' Wednesday, January 2, 2019. 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY - Jon Stewart and Ashley Tisdale are the guests today, Monday, 11/12/18 on 'GMA Day.' 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on ABC. GMADay18 (Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY- Michael Strahan and Sara Haines on 'GMA DAY,' airing Monday, October 15, 2018 on ABC. (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GMA DAY - Molly Shannon, Jennifer Holiday and Eric Idle are guests on 'GMA DAY,' Tuesday, October 2, 2018. 'GMA Day' airs Monday-Friday (1pm-2pm, ET) on the ABC Television Network. GMADay18 (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES
GOOD MORNING AMERICA - Tory Johnson shares 'Deals and Steals' on 'Good Morning America,' Wednesday, March 23, 2017, airing on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES, TORY JOHNSON
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ABC News, which oversees “GMA,” launched the 1 p.m. program on the fly in September, betting that the duo could extend the network’s morning juggernaut to the afternoon, creating new opportunities for advertisers and affiliates in the process. “Good Morning America” fetched more than $350 million in ad revenue in 2017, according to Kantar Media, a tracker of ad spending.

Media buyers see the program as something akin to the fourth hour of NBC’s “Today” show, which is better known as “Kathie Lee and Hoda,” reflecting the names of its hosts Kathie Lee Gifford and Hoda Kotb (Gifford is slated to step down from that program in April and Jenna Bush Hager is seen as a leading candidate to succeed her).

There is room for ABC’s new show to grow. Viewership for the program has not matched that of the show it replaced, “The Chew.” That series, which focused on food and health and included chef Mario Batali among its talent lineup, regularly captured more than 2 million viewers. “GMA Day” has typically averaged between 1.7 million and 1.9 million, according to figures from Nielsen.

Internally, however, executives have been encouraged by steady audience numbers for the new entry. Many new shows get a big spike at the start and then see numbers fall off significantly. But “GMA Day” ratings have been relatively steady.

26 PHOTOS
Michael Strahan on 'Good Morning America'
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Michael Strahan on 'Good Morning America'
NEW YORK, NY - JULY 06: Michael Strahan attends ABC's 'Good Morning America' at Rumsey Playfield, Central Park on July 6, 2018 in New York City. (Photo by Noam Galai/Getty Images)
GOOD MORNING AMERICA - Ginger Zee and Michael Strahan on 'Good Morning America,' on Tuesday, June 19, 2018 airing on the ABC Television Network. GMA18 (Photo by Lou Rocco/ABC via Getty Images) GINGER ZEE, MICHAEL STRAHAN
NEW YORK, NY - JUNE 15: Good Morning America's Co-Host Michael Strahan attends Pitbull's performance on ABC's 'Good Morning America' at Rumsey Playfield, Central Park on June 15, 2018 in New York City. (Photo by Mark Sagliocco/WireImage)
NEW YORK, NY - JUNE 12: Michael Strahan is seen leaving 'Good Morning America' on June 12, 2018 in New York City. (Photo by Raymond Hall/GC Images)
GOOD MORNING AMERICA - The new Bachelorette, Becca Kufrin is a guest on 'Good Morning America,' on Tuesday, April 29, 2018 airing on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) BECCA KUFRIN, MICHAEL STRAHAN
GOOD MORNING AMERICA - Tom Brady of the New England Patriots is a guest on 'Good Morning America,' Monday, March 12, 2018, airing on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) MICHAEL STRAHAN, TOM BRADY
GOOD MORNING AMERICA - 3/6/18 Chelsea Clinton, Luke Bryan (Judge, 'American Idol'), Ava Duvernay (Director of 'A Wrinkle in Time'), and Val Chmerkovskiy (Author, 'I'll Never Change My Name: An Immigrant's American Dream from Ukraine to the USA to Dancing with the Stars') are the guests on 'Good Morning America' (7-9 p.m., ET), Tuesday, March 6, 2018 airing on the ABC Television Network. GMA18 (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS, LARA SPENCER, LUKE BRYAN, GEORGE STEPHANOPOULOS
GOOD MORNING AMERICA - Demi Lovato is a guest on 'Good Morning America,' Wednesday, January 24, 2018, airing on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) DEMI LOVATO, MICHAEL STRAHAN
GOOD MORNING AMERICA - Robin Roberts, and Michael Strahan on 'Good Morning America,' Wednesday, January 17, 2018 on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS
NEW YORK, NY - AUGUST 11: MICHAEL STRAHAN on stage as Bleachers performs on ABC's 'Good Morning America' at Rumsey Playfield on August 11, 2017 in New York City. (Photo by Roy Rochlin/FilmMagic)
GOOD MORNING AMERICA - Rachel Lindsay got engaged to Bryan Abasolo on the finale of 'The Bachelorette.' The happy couple are guests on 'Good Morning America,' Tuesday, August 8, 2017, airing on the ABC Television Network. (Photo by Heidi Gutman/ABC via Getty Images) BRYAN ABASOLO, RACHEL LINDSAY, MICHAEL STRAHAN
GOOD MORNING AMERICA - Michael Strahan interviews Jon Bon Jovi before he addresses the 2017 graduating class of Fairleigh Dickinson University. The interview airs on 'Good Morning America,' Wednesday, May 16 2017 on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN
NEW YORK, NY - MAY 15: Television personality Michael Strahan hosts a 'Good Morning America' taping at the ABC Times Square Studios on MAY 15, 2017 in New York City. (Photo by Ray Tamarra/GC Images)
GOOD MORNING AMERICA - 3/30/17 Michael Strahan interviews Jake Gyllenhaal on 'Good Morning America,' Monday, March 27, 2017, airing on the ABC Television Network. GM17 (Photo by Heidi Gutman/ABC via Getty Images) JAKE GYLLENHAAL, MICHAEL STRAHAN
GOOD MORNING AMERICA - Local animal shelter dogs visit 'Good Morning America,' Wednesday, March 23, 2017, airing on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) GINGER ZEE, AMY ROBACH, SARA HAINES, ROBIN ROBEDRTS, MICHAEL STRAHAN
GOOD MORNING AMERICA - Michael Strahan interviews Scarlett Johansson on 'Good Morning America,' Tuesday, March 27, 2017, airing on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) MICHAEL STRAHAN, SCARLETT JOHANSSON
GOOD MORNING AMERICA - Michael Strahan interviews Jake Gyllenhaal on 'Good Morning America,' Monday, March 27th, airing on the ABC Television Network. (Photo by Heidi Gutman/ABC via Getty Images) JAKE GYLLENHAAL, MICHAEL STRAHAN
GOOD MORNING AMERICA - Michael Pe� is a guest on 'Good Morning America,' Wednesday, March 23, 2017, airing on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS, MICHAEL PE�, AMY ROBACH, SARA HAINES
NEW YORK, NY - MARCH 20: Actors Joe Manganiello (L) and Demi Lovato,Michael Strahan tape an interview at 'Good Morning America' at the ABC Times Square Studios on March 20, 2017 in New York City. (Photo by Raymond Hall/GC Images)
GOOD MORNING AMERICA - Coverage of 'Good Morning America,' Monday March 13, 2017, airing on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS, GEORGE STEPHANOPOULOS
GOOD MORNING AMERICA - Coverage of 'Good Morning America,' Monday March 13, 2017, airing on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS
GOOD MORNING AMERICA Coverage of 'Good Morning America,' Wednesday, February 22, airing on the ABC Television Network. (Photo by lorenzo Bevilaqua/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS, GEORGE STEPHANOPOULOS, AMY ROBACH
GOOD MORNING AMERICA Coverage of 'Good Morning America,' Tuesday, February 21, airing on the ABC Television Network. {Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN
GOOD MORNING AMERICA Christina El Moussa is a guest on 'Good Morning America,' Tuesday, February 21, airing on the ABC Television Network. {Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, CHRISTINA EL MOUSSA
GOOD MORNING AMERICA - Luke Evans is a guest on 'Good Morning America,' Tuesday, February 14, 2017 on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS, LUKE EVANS, GEORGE STEPHANOPOULOS, LARA SPENCER
GOOD MORNING AMERICA Coverage of 'Good Morning America,' Tuesday, February 21, airing on the ABC Television Network. {Photo by Lou Rocco/ABC via Getty Images) MICHAEL STRAHAN, ROBIN ROBERTS, GEORGE STEPHANOPOULOS, LARA SPENCER
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There have been bumps along the way. Kevin Wildes, a former ESPN executive, was named the show’s producer in August, but stepped away a few months ago. Rory Albanese, the former executive producer of Comedy Central’s “Nightly Show” with Larry Wilmore, is now overseeing operations.

But ABC has always viewed the newly-christened “Strahan and Sara” a a work in progress, this person said. The show came together quickly and its debut was seen as a “soft launch.” The expectation has always been that the series would be tweaked along the way as producers and hosts found out what worked best.

The new title will lend the program some distinction in the market.  At the same time, “GMA” remains part of the logo, and the show, which is taped with a live audience in ABC’s “Good Morning America” studio in Times Square, is still considered part of the “GMA” operation.

ABC and the two hosts have banked on the new program to bolster their stature and wring more money out of the “GMA” franchise, which snares less advertising than chief rival “Today” on NBC. Strahan and Haines have vowed to present a high-energy program that delivers viewers fun and inspiration.

Haines left a spot at “The View” to launch the new show. Strahan, who in the past got Mondays off at flagship “GMA” to give him time to recuperate from his Sunday-night football duties for Fox Sports, has been working that day on the afternoon show.  If successful, the program would give ABC another block in a formidable lineup of daytime programs that include “The View” as well as the syndicated “Live” with Kelly Ripa and Ryan Seacrest. ABC is set to launch another syndicated daytime hour with former “Today” co-host Tamron Hall in the fall.

20 PHOTOS
Sara Haines on 'The View'
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Sara Haines on 'The View'
THE VIEW - 6/6/17 ABC News Contributor and former Dallas Police Chief David O. Brown, and Sheila Nevins (author, 'You Dont Look Your Age') are the guests today on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) SUNNY HOSTIN, JOY BEHAR, WHOOPI GOLDBERG, DAVID O. BROWN, JEDEDIAH BILA, SARA HAINES
THE VIEW - Former co-host of 'The View' Star Jones with Vanessa Williams and a performance from the cast of the Tony� nominated Broadway musical 'Come From Away' airs Friday, June 2, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABc via Getty Images) STAR JONES, JOY BEHAR, SUNNY HOSTIN, VANESSA WILLIAMS, SARA HAINES
THE VIEW - Chance the Rapper and Ben Platt are the guest today, Thursday, June 1, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) SARA HAINES, JEDEDIAH BILA
THE VIEW - Chelsea Clinton is the guest Wednesday, May 31, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Heidi Gutman/ABC via Getty Images) SUNNY HOSTIN, WHOOPI GOLDBERG, BILL MCGORRY, JOY BEHAR, LOUIS HILLELSON,SARA HAINES, JEDEDIAH BILA
THE VIEW - Senator Al Franken is the guest, Tuesday, May 30, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABc via Getty Images) JOY BEHAR, SUNNY HOSTIN, WHOOPI GOLDBERG, SENATOR AL FRANKEN, JEDEDIAH BILA, SARA HAINES
THE VIEW - Sara Haines is visited by her her favorite grade school teacher Mrs. Helfrich on Tuesday, May 30, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABc via Getty Images) SARA HAINES, JEDEDIAH BILA
THE VIEW - Sara Haines is visited by her her favorite grade school teacher Mrs. Helfrich on Tuesday, May 30, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABc via Getty Images) KATHERINE HELFRICH, JEDEDIAH BILA, SARA HAINES
GOOD MORNING AMERICA - Green Day performs live as part of the GMA Summer Concert Series on 'Good Morning America,' Friday, May 19, 2017, airing on the ABC Television Network. (Photo by Heidi Gutman/ABC via Getty Images) AMY ROBACH, SARA HAINES
THE VIEW - Nightline's Byron Pitts is the guest, Thursday, May 18, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Heidi Gutman/ABC via Getty Images) SARA HAINES, JEDEDIAH BILA
THE VIEW - The Political View with Condoleezza Rice airs today, Tuesday, May 9, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) SUNNY HOSTIN, JOY BEHAR, WHOOPI GOLDBERG, CONDOLEEZZA RICE, JEDEDIAH BILA, SARA HAINES
THE VIEW - Model Ashley Graham is a guest today, Tuesday, May 9, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) ASHLEY GRAHAM, SARA HAINES
THE VIEW - Ann Coulter is the guest, Monday, May 1, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) JOY BEHAR, SARA HAINES, JEDEDIAH BILA
THE VIEW - Charlamagne Tha God is the guest, Tuesday, April 18, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) JOY BEHAR, SARA HAINES, JEDEDIAH BILA
THE VIEW - Martha Stewart is the guest, Thursday, April 13, 2017 on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) JOY BEHAR, MARTHA STEWART, SARA HAINES
THE VIEW - 3/31/17 Alex Rodriguez guest co-hosts on 'Guy Day Friday' and Katey Sagal (author, Grace Notes: My Recollections) is the guest today on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) ALEX RODRIGUEZ, SARA HAINES
THE VIEW - 3/31/17 Alex Rodriguez guest co-hosts on 'Guy Day Friday' and Katey Sagal (author, Grace Notes: My Recollections) is the guest today on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Lou Rocco/ABC via Getty Images) ALEX RODRIGUEZ, SARA HAINES, JEDEDIAH BILA
THE VIEW - 3/23/17 Guests include Kristen Bell and Dax Shepard; Rep. Adam Schiff (via satellite) on ABC's 'The View.' 'The View' airs Monday-Friday (11:00 am-12:00 pm, ET) on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) KRISTEN BELL, SARA HAINES
GOOD MORNING AMERICA - Tory Johnson shares 'Deals and Steals' on 'Good Morning America,' Wednesday, March 23, 2017, airing on the ABC Television Network. (Photo by Paula Lobo/ABC via Getty Images) MICHAEL STRAHAN, SARA HAINES, TORY JOHNSON
GOOD MORNING AMERICA - Sara Haines on 'Good Morning America,' Monday, March 20, 2017, airing on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) SARA HAINES,
GOOD MORNING AMERICA - Chelsea Kane of Freeform's 'Baby Daddy' is a guest on 'Good Morning America,' Monday, March 20, 2017, airing on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) SARA HAINES, CHELSEA KANE
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