Don't think the new 22 is going to be much of a threat to the 309 / X39 although it could affect the 1 judging by the times. However, judging by the loadings of the 310 tonight from North Shields towards Newcastle (both short runs to Norham Road and full runs to Newcastle), I think GNE will end up doing the following to fully protect themselves from the 22.
Like what Arriva do to the 306 by cutting the full westbound route to every 30 minutes during Monday to Friday afternoons, I think they might end up doing that with the 310 and using the half hourly vehicles to provide more buses between Cobalt and Newcastle during peak times.
