Endemol Shine Group-owned Brown Eyed Boy in association with Sony Pictures Television is to produce Morning Has Broken, which follows the fortunes of a failing morning television show.
Schwimmer will play an American television executive brought in to save the show, with Davis and co-creator Nick Mohammed playing the anchors.
Schwimmer was almost ever-present on Channel 4 and its sister station E4 in the UK between 1994 and 2011 through his starring role on Warner Bros. sitcom Friends. The show now airs to consistently good ratings on pay TV channel Comedy Central.
“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.
Channel 4’s head of comedy Phil Clarke and commissioning editor Rachel Springett ordered the 6x30mins Morning Has Broken, with Gary Reich producing.
“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. We are thrilled to have David Schwimmer star alongside Julia in this exciting new series for the channel,” said Channel 4’s Springett.