The landscape of ITV's daytime programming has undergone a significant transformation for 2026, driven by budget constraints that have led to reductions in the duration of popular shows. This reshaped schedule officially took effect today, coinciding with the loss of over 200 jobs within the channel's behind-the-scenes operations.
In an announcement made last May, it was revealed that the morning news program, Good Morning Britain, would enjoy an extension of an additional thirty minutes, now running from 6 AM to 9:30 AM. However, this expansion came at the expense of Lorraine Kelly's beloved show, Lorraine, which has seen its airtime cut back by half an hour. Viewers now need to tune in at 9:30 AM, as Lorraine will conclude precisely when This Morning begins at 10 AM.
Notably, This Morning remains one of the flagship shows that has not experienced any reduction in its broadcast time, continuing to air until its regular conclusion at 12:30 PM. While Loose Women retains its original runtime, it will now only be available for viewing during 30 weeks of the year—an adjustment reflecting the larger trend of budgetary limitations imposed by ITV.
These changes have been implemented in light of ITV's financial challenges, leading to a total of 220 job losses across its daytime television staff. This decision marks a significant shift in ITV's strategy as it seeks to manage costs while still delivering engaging content to its audience.
In terms of location, Good Morning Britain, along with This Morning and Loose Women, has been based at the BBC’s London Television Centre since 2018, following the demolition of its previous South Bank facility. Now, GMB will transition to broadcasting from ITN Studios in Central London, while other ITV daytime programs will be filmed at The H Club in Covent Garden.
Kevin Lygo, a key executive at ITV, elaborated on these changes earlier this year, stating, "Daytime is a vital component of our offerings, and these scheduling and production modifications will allow us to maintain a lineup that delivers news, discussions, and debates that our viewers appreciate. Furthermore, they will help us save costs, enabling reinvestment in other program genres."
Lygo also emphasized the importance of consolidating their news operations to enhance national, international, and regional news coverage, particularly at a time when audiences are seeking accurate and impartial journalism.
The atmosphere surrounding these changes has been notably emotional. Just last week, reports surfaced revealing that presenters and crew members of Good Morning Britain were visibly moved as they bid farewell to their long-time home at the Television Centre. A source shared that many team members have dedicated years to ITV Daytime, encompassing various iterations and programs like GMTV, Daybreak, and GMB itself, along with Lorraine and Loose Women.
The relocation has forced teams apart, marking an end to an era and leaving many staff members feeling unprepared to leave behind their familiar work environment. Kate Garraway was spotted sitting on the studio floor, while her colleagues Susanna Reid and Laura Tobin listened attentively from behind the iconic GMB desk as a fellow team member shared thoughts during the farewell.
The insider added, "There is a deep affection for the Television Centre, and it’s hitting everyone that this will no longer be their daily workspace. Witnessing the sets being dismantled is truly heartbreaking, especially during this season! The final broadcast from Television Centre was laden with emotion, as everyone gathered in the studio to toast the beloved shows and the ITV family. It was a profound moment for all involved, both on-screen and behind the scenes, to say goodbye to such an important place and to cherished colleagues."
