ITV has announced a significant overhaul of its weekday daytime television lineup, set to take effect from January 2026. The changes, driven by budget cuts and a strategic shift in the broadcaster's priorities, will alter the running times and broadcast patterns of some of its most iconic shows.
What Are The New ITV Daytime Schedules?
The restructured schedule sees a notable extension for Good Morning Britain (GMB). The flagship breakfast programme will now run for an extra half-hour, airing from 6am to 9:30am every weekday.
Following GMB, Lorraine will be reduced to a 30-minute slot, broadcasting from 9:30am until 10am. In a major shift, the show 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 until 10am.
This Morning retains its familiar mid-morning position but with adjusted hours, 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 for 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 new schedules form part of a broader set of modifications to ITV's daytime programming, directly linked to budget reductions for these shows. The broadcaster stated that the move is designed to reallocate financial resources towards other areas of its content slate.
Specifically, ITV aims to free up more of its budget to invest in high-impact drama series, such as the critically acclaimed Mr Bates Vs The Post Office, and major sporting events like the FIFA World Cup.
Consequences for On-Screen Talent
The schedule alterations will have direct implications for the shows' presenting teams. A notable casualty is Christine Lampard, who will no longer appear as a stand-in host on Lorraine.
The reduction in the number of weeks Lorraine is on air means that main host Lorraine Kelly will require less cover. However, Christine Lampard is confirmed to continue her role as a panelist on Loose Women.
These sweeping changes mark one of the most substantial reshuffles to ITV's daytime offering in recent years, reflecting the evolving economic and strategic landscape for traditional broadcasters.
