GB News has been basically allowed enough rope to hang itself. Earlier, the "cancel the advertisers" approach was stupid and gave them validation in their existence - but once people backed away and said "go on then, show how objective you are" and they handled a presenter taking the knee the way they did, they ate themselves. An open goal to ridicule from every side, and that's how you defeat things like this - justified ridicule of it based on what they do rather than simply what they are.
It's gone exactly how I thought it would - a televised TalkRadio with more attention and therefore more scrutiny, featuring faces made for radio like Dan Wootton. It's a right wing echo chamber and should be treated as such - not entirely dismissed, but ridiculed based on their fundamental hypocrisies.
It won't imminently die but it'll be quietly pulled inside two years, because what they've misjudged is that most people aren't strongly 'anti-woke' enough to dedicate themselves to an extreme echo chamber. It's a niche, one that could have been a useful niche in terms of counterbalance if it were competent, but it isn't.