David Schwimmer has been set to star in Channel 4 sitcom Morning Has Broken. Schwimmer, who became a Channel 4 perennial thanks to the constant re-runs of Friends over the years, will play an American producer brought in to try and save the floundering show of once successful media personality Gail Sinclair, the so-called ‘Queen of Daytime’. Julia Davis stars as Sinclair and also co-writes alongside Nick Mohammed. Gary Reich’s Brown Eyed Boy will produce the show, in association with Sony Pictures Television, which is due to air next year. Mohammed will also appear as one of Sinclair’s fellow breakfast anchors.

“I’ve been a massive fan of Julia’s for years, and I’m thrilled to be able to finally work with her and Nick on this fantastic comedy,” said Schwimmer.  The six-part series follows on from a stand-alone ep, which aired last year. Schwimmer is well-versed in Brit comedy. His 2007 feature directorial debut, Run, Fatboy, Run, was a UK-financed rom-com starring a pre-Star Trek Simon Pegg and the likes of local funnymen Dylan Moran and Stephen Merchant.

“Julia is undoubtedly one of our most talented comedic writers and actresses and it’s a testament to the quality of her writing that she can attract such a big star,” said Rachel Springett, Channel 4 comedy commissioning editor. “We are thrilled to have David Schwimmer star alongside Julia in this exciting new series for the channel.”

The show was ordered by Springett and Channel 4’s head of comedy, Phil Clarke.