ITV has faced a furious backlash from viewers after making a bewildering schedule change that saw its flagship morning show replaced with a programme explicitly meant for Saturdays.
Viewers brand change 'pathetic'
On Monday 29 December and Tuesday 30 December 2025, the popular daily programme This Morning was absent from its usual 10am slot. In its place, ITV aired repeats of James Martin's Saturday Morning Kitchen, a move that left many loyal fans confused and angry.
Taking to social media to vent their frustration, viewers slammed the broadcaster for what they deemed a 'pathetic' lack of effort. One exasperated fan wrote: "ITV are pathetic! Why is James Martin’s Saturday Morning showing on a Tuesday? Why can’t they be bothered at all? Pathetic!"
Another agreed, posting on Monday: "Today is Monday so why are you airing James Martin Saturday Kitchen? Really is the best you can do? Pathetic." The sentiment was echoed by others who pointed out the show had aired on consecutive weekdays. "How many more times do you need show James Martin Saturday Kitchen? It’s bloody Tuesday and we had it yesterday as well," a third viewer questioned.
Confusion during the 'Betwixtmas' period
The scheduling decision proved particularly disorienting for some, given it fell in the period between Christmas and New Year—often referred to as 'Betwixtmas'—when people can easily lose track of the days. One viewer noted: "Seeing James Martin’s Saturday Kitchen on a Tuesday morning is not helping during this period."
This Morning is scheduled to return to ITV on Monday 5 January 2026, which will be the first weekday of the new year. However, its return coincides with a permanent shake-up of ITV's entire daytime lineup.
Permanent schedule changes driven by budget cuts
From January 2026, ITV will implement significant changes to its daytime programming. The adjustments are a direct result of budget cuts to ITV's daytime output, with funds being redirected towards drama, major sporting events, and entertainment programming.
The new schedule will see Good Morning Britain extended by half an hour, finishing at 9:30am. This will shorten Lorraine by 30 minutes, with that show now airing until 10am. This Morning will then run from 10am until 12:30pm, followed by Loose Women.
These changes will not be consistent every week, however. Both Lorraine and Loose Women are set to air for only 30 weeks of the year. On weeks when Lorraine is off air, Good Morning Britain will run straight through until 10am, followed immediately by This Morning.
A consequence of this reduced schedule is that Lorraine Kelly will no longer require cover presenters for her show. This means regular stand-ins Christine Lampard and Ranvir Singh are unlikely to appear on the programme going forward, though both remain with ITV on other shows.
