Honestly I feel like there needs to be areas splits e.g

GNE - Sunderland (south of the river + 24/56/9), Consett, Durham, Washington, Newcastle (centre) , Gateshead, South Shields, Peterlee, South Durham, possibly Hartlepool

Arriva - Darlington, North East Newcastle, Middlesbrough, South Durham towards Darlington, Redcar

SC - Middlesbrough, Sunderland (north of river wear), Possibly Hartlepool

Also Operators like GCT aren't helping either with getting people on the bus