ITV has confirmed a significant restructuring of its flagship daytime television lineup, with new schedules set to take effect from January 2026. The changes, driven by budget cuts and a strategic shift at the broadcaster, will see the running times and frequencies of several beloved shows altered.
What are the new ITV daytime schedules?
The cornerstone of the new plan is an extension for Good Morning Britain. The breakfast programme will be lengthened by 30 minutes, broadcasting from 6am to 9:30am every weekday.
Following GMB, Lorraine will see its airtime halved. The show hosted by Lorraine Kelly will now run for just 30 minutes, from 9:30am until 10am. In a major shift, it will also move to a seasonal basis, airing for only 30 weeks of the year. During the weeks it is off air, Good Morning Britain will continue through to 10am.
This Morning will retain its morning slot but with adjusted timings, running from 10am to 12:30pm on weekdays. It will be followed by Loose Women, which will now air from 12:30pm to 1:30pm. Mirroring the change to Lorraine, Loose Women will also transition from a year-round show to a seasonal one, broadcasting for 30 weeks annually.
Why is ITV making these changes?
The schedule overhaul is a direct result of budget cuts to ITV's daytime programming portfolio. The broadcaster stated that reducing expenditure in this area will free up financial resources to invest in other content.
ITV plans to redirect funds towards high-impact dramas, such as the critically acclaimed Mr Bates Vs The Post Office, and major sporting events like the FIFA World Cup. This strategic move aims to prioritise content that drives significant audience engagement and critical acclaim.
Consequences for the shows and their presenters
The practical effects of the reshuffle will be felt both on and off screen. With Lorraine reducing its annual output, the requirement for regular cover presenters has diminished.
As a result, Christine Lampard will no longer appear on the Lorraine programme, ending her near-decade long association with the show. However, she will maintain her role as a panellist on Loose Women.
These schedule changes mark one of the most substantial transformations to ITV's daytime offering in recent years, reflecting the evolving priorities and financial pressures within the UK broadcasting landscape.
