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Simon McCoy has said comparisons between GB News and Fox News are "unfortunate".
It was announced the journalist would be joining the news channel, which will go live on Sunday 13 June at 8pm, after he parted ways with the BBC earlier this year following 18 years with the broadcaster.
Comparisons have been made to the US right-wing network Fox News in the run-up to its launch, but McCoy reckons that can be disproved when it goes on air.
Read more: Everything you need to know about GB News
He told the PA news agency: "I think there are certainly preconceptions about GB News.
“This unfortunate Fox News analogy, it seemed to take root in some parts of the Twittersphere, and that’s a shame because it just misunderstands exactly what we’re doing. And the only way we can disprove it is to go on air and be what we want to be.”
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McCoy also stated GB News would have a "more friendly approach" to the news.
“We’re not a news channel in the sense of Sky News or the BBC, because we can never do what they do, we’re not going to be telling you what’s happening in all corners of the globe, and nice polished packages that go with that," he explained.
“We’re much more about getting a feel of what matters to people and reflecting that.
“Something I was very keen on at the BBC was getting out into much more regional aspects of the UK, I relaunched Nationwide on the News Channel and that was very successful for the viewers, for as long as it ran.
“Emphasis on hearing what’s going on elsewhere in the country, and certainly not just in London, is hugely important.
“It’s very easy to put the emphasis on Westminster, and what’s happening in London, without realising the impact of what’s being said there is being felt elsewhere in the country.”
Read more: The GB News channel presenting line-up
The channel will not having rolling coverage of news, instead focusing on debate, opinion and analysis.
It's chaired by Andrew Neil with the line-up of presenters also including Kirsty Gallacher, Dan Wootton and Michelle Dewberry.
There have also been suggestions that Piers Morgan could sign-up after his Good Morning Britain exit.
It will broadcast seven days a week across the UK and Ireland and will be available globally on GB News digital platforms.
With additional reporting by PA.
Watch: Will Piers Morgan join GB News?