ABC afternoon show GMA Day rebranded as Strahan and Sara

ABC viewers might have noticed a change to GMA Day on Monday. The network has given the afternoon portion a new name and logo to better showcase (and market) hosts Michael Strahan and Sara Haines.

Dubbed Strahan and Sara, the rebrand could make it easier for ABC to sell ad time in the 1 p.m. ET show that first bowed in September. It was launched to replace The Chew but hasn’t quite fetched the same kind of ratings that the former cooking show attracted: while The Chew used to lure more than 2 million viewers, GMA Day is hovering in the 1.7-1.9 million range.

The show has remained a work-in-progress after its soft launch in the fall, reports Variety. The show’s already replaced its producer and is now run by Rory Albanese, the former executive producer of Nightly Show with Larry Wilmore. Haines left The View last year to co-host the new with Strahan, who also appears on the morning edition.

Strahan and Sara — which still has GMA in the title — is taped in front of a live audience in the GMA studio in New York’s Times Square. ABC’s hope is to build a strong morning and afternoon block of programming — which includes Live with Kelly Ripa and Ryan Seacrest — for its stations. Another daytime hour featuring former Today co-host Tamron Hall will kick off on the ABC stations in the fall.

Related:

• ABC cancels The Chew, adds third hour of GMA