ITV's popular morning show Lorraine has been dramatically cut in half, with the programme now airing for just 30 minutes as part of a major cost-saving overhaul by the broadcaster. The changes, which came into effect on Monday, January 5, 2026, have left many loyal viewers questioning the point of the truncated format.
A Drastic Reduction in Air Time
The Lorraine Kelly-fronted programme now runs from 9.30am to 10am, a significant reduction from its previous hour-long slot. The move is a key part of wider ITV plans to save money, which also include merging production teams and reducing the show's annual run to just 30 weeks of the year. On social media platform X, viewers were quick to voice their disappointment. One commented that the new half-hour slot was "hardly worth her getting up for," while another pointed out that with adverts, the actual content was closer to 24 minutes.
New, Smaller Studio Draws Criticism
Alongside the scheduling shift, the show has also been relocated from the iconic Television Centre in White City, London. Lorraine, along with Loose Women and This Morning, is now filmed in the basement studio of the former private members’ club, The H Club Studio in Covent Garden. The new, more compact set did not escape viewers' notice, with some describing it as "small" and "cheap-looking." One viewer quipped that veteran presenter Lorraine Kelly "could have presented that from the Photo Booth at Tesco for the time it took."
Behind the Scenes: Job Cuts and Industry Changes
The consolidation of production for three of ITV's flagship daytime shows has led to an estimated 200 job cuts. Addressing the changes on her first 2026 episode, Lorraine Kelly told Good Morning Britain's Susanna Reid, "It's all changed and all the same, if you know what I mean. Yeah. It's all good." Speaking exclusively to the Mirror last month, the 66-year-old presenter acknowledged that the decision "wasn't hers" but reflected the changing times in TV. "I'm just glad that we're still there," she said, adding that efforts had been made to save some jobs by moving members of her team to This Morning.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment, explained the rationale behind the sweeping changes last year. He stated that the adjustments would allow ITV to continue delivering a popular daytime schedule while generating savings to reinvest in other genres. Lygo also emphasised that the changes would enable the broadcaster to consolidate its news operations and expand its national and regional news output.
