ITV's flagship daytime show This Morning has sparked a furious backlash from loyal viewers following its debut broadcast from a brand new studio. The programme, presented by Ben Shephard and Cat Deeley, returned after its Christmas break to a revamped set in its new Covent Garden home, but fans were quick to condemn the changes as 'vile' and 'tacky'.
A Major Shake-Up for ITV Daytime
The studio move is part of a wider, cost-cutting overhaul of ITV's daytime schedule announced in 2024. The changes have seen Good Morning Britain extended by 30 minutes, while Lorraine has been cut to just half an hour. Furthermore, the popular panel show Loose Women will now air for only 30 weeks of the year. Although This Morning retained its two-and-a-half-hour runtime, it has joined other ITV daytime series in relocating to a new central London base at The H Club in Covent Garden.
The iconic blue sofa, a staple of the show for decades, has been shifted to the left-hand side of the studio, with a kitchen area now positioned on the right. While digital screens in the background continue to display views of London's South Bank, the overall aesthetic has left many long-time viewers deeply unimpressed.
Viewers Blast 'QVC' Style and 'TEMU' Aesthetic
Social media platform X, formerly Twitter, was flooded with criticism shortly after the broadcast began. Many compared the new set to a low-budget shopping channel, with one viewer writing: 'What in the QVC Shopping Channel is going on?? The new studio is vile.' Others described it as looking 'cramped' and 'cheap', with the background screens appearing artificial, as if the hosts were 'in front of a green screen'.
The criticism was scathing and widespread:
- 'The new studio looks so small, cheap and tacky.'
- 'Have they hired a shed?'
- 'Hate the new studio... did they order it from TEMU?'
- 'The cheap set walls, claustrophobic feel, cheap IKEA-looking furniture... Fail.'
GMB and Lorraine Also Face Viewer Wrath
This Morning is not the only show facing viewer discontent over the changes. Good Morning Britain's new studio was also mocked last week for appearing so small that hosts Susanna Reid and Ed Balls seemed to be leaning away from guests. One critic noted the camera work suffered, making participants look like 'human leaning towers'.
Meanwhile, fans of Lorraine questioned the point of the show after its runtime was halved. One viewer posted: 'She might just as well not bother, what IS the point of turning up for just half an hour?' The cuts have created an atmosphere of uncertainty, with Loose Women star Linda Robson previously joking she might have to return to her first job in a fish-and-chip shop.
Despite the budget pressures, an ITV spokesperson confirmed the familiar lineup of Loose Women panellists would remain in place for the new year. The current schedule changes mark a significant shift for ITV's daytime programming, with the viewer reaction proving that altering such well-established formats is a risky business. This Morning airs weekdays from 10am on ITV1 and ITVX.
