ITV Overhauls Daytime Schedule: ‘Lorraine’ and ‘Loose Women’ Cut to 30 Weeks a Year
In a bold restructuring move that has sent ripples through UK television, ITV has confirmed that two of its flagship daytime shows, Lorraine and Loose Women, will now only air for 30 weeks each year. Branded by insiders as an “emergency shake-up,” the broadcaster is slashing airtime and revamping production as part of a sweeping cost-cutting strategy to redirect investment into drama and sports programming.
ITV Confirms Reduced Air Time for ‘Lorraine’ and ‘Loose Women’
ITV revealed that both Lorraine and Loose Women will only broadcast for just over half the year, dropping from year-round shows to seasonal offerings. The dramatic cutback marks one of the biggest changes in ITV’s daytime lineup in years and is being implemented to manage operational costs while focusing on higher-rating content.
Lorraine Kelly’s Show Slashed to 30 Minutes, 30 Weeks a Year
Long-running morning talk show Lorraine, fronted by Scottish broadcaster Lorraine Kelly, will be reduced to a 30-minute slot. Airing from 9:30 AM to 10:00 AM, the show will only run during a designated 30-week window each year. Outside of those periods, Good Morning Britain will fill the hour, extending its run to 10:00 AM. This restructuring not only affects the format of Lorraine but also shifts its core audience to shorter, more condensed content.
‘Loose Women’ Scaled Back to Half-Year Broadcasting
Similarly, Loose Women, the popular lunchtime panel show known for its candid discussions and celebrity interviews, will now air for just 30 weeks annually. Its noon-to-1:30 PM slot will see alternative programming during the off-season, though ITV has yet to confirm what will replace it. The move is a major shift for the show, which has been a daytime staple for nearly 25 years.
‘Good Morning Britain’ Expands to Fill Gaps Left by Schedule Cuts
To bridge the gap left by Lorraine and Loose Women, Good Morning Britain will extend its broadcast from 6:00 AM to 9:30 AM—and even 10:00 AM when Lorraine is off-air. Production responsibilities for GMB will shift to ITV News, housed within ITN, ensuring a more news-focused approach during its extended airtime.
‘This Morning’ to Remain Unchanged in Shake-Up
Amid the upheaval, ITV’s mid-morning favorite This Morning remains untouched. The program, which airs from 10:30 AM to 12:30 PM, will continue as scheduled with its existing format and hosts. Its popularity and consistent ratings likely played a role in preserving its position.
Cost-Cutting and Content Strategy Behind ITV’s Emergency Move
According to ITV’s Managing Director of Media and Entertainment, Kevin Lygo, the changes are part of a broader effort to “generate savings” that can be reinvested into high-demand genres like drama and live sports. ITV is reportedly aiming for greater flexibility in its daytime schedule, with a focus on maximizing content that draws higher advertising revenues.
ITV Studios Relocates: Central London Becomes Daytime TV Hub
Another major change includes the relocation of Lorraine, Loose Women, and This Morning to a new, centralized production base in London. This move consolidates production teams and facilities, further reducing operational costs while modernizing ITV’s studio infrastructure.
Impact on Staff and Production Teams
While the on-screen talent is expected to remain largely unchanged, the restructuring will have implications for production staff. The consolidation of teams and reduced weekly episodes may lead to job reassignments or reductions. ITV has not yet disclosed the exact number of roles affected.
Viewer Reactions Pour In as Fans React to Daytime Shake-Up
Fan response has been swift and passionate. Social media has been flooded with reactions ranging from confusion and frustration to support for ITV’s strategic direction. Loyal viewers of Loose Women and Lorraine have voiced disappointment, while some welcome a leaner, fresher format for daytime TV.
Industry Experts Weigh In on ITV’s New Direction
Broadcasting analysts have called the move “risky but necessary” amid increasing competition from streaming platforms and changing viewer habits. “ITV is trying to stay relevant in a fast-shifting landscape,” said one media consultant. “This is about choosing content that delivers long-term returns.”
Comparing the Changes: What ITV’s New Schedule Looks Like
Before:
- Good Morning Britain: 6:00 AM – 9:00 AM
- Lorraine: 9:00 AM – 10:00 AM
- This Morning: 10:00 AM – 12:30 PM
- Loose Women: 12:30 PM – 1:30 PM
After:
- Good Morning Britain: 6:00 AM – 10:00 AM (when Lorraine is off-air)
- Lorraine: 9:30 AM – 10:00 AM (30 weeks per year)
- This Morning: unchanged
- Loose Women: 30 weeks per year
ITV’s Broader Strategy: From Soaps to Streaming
This isn’t ITV’s first content pivot. The network recently announced shorter Coronation Street and Emmerdale episodes to create a streamlined “soap power hour.” ITV is also doubling down on streaming via ITVX, positioning itself for digital dominance while trimming less profitable legacy formats.
What This Means for the Future of Daytime TV
ITV’s shake-up may signal the beginning of a trend across terrestrial broadcasters. As streaming continues to cannibalize traditional viewing, networks may need to rethink daytime formats to survive—and thrive.
Conclusion: Bold Move or Broadcast Blunder?
Only time will tell whether ITV’s drastic daytime overhaul proves a smart strategic pivot or a miscalculation. For now, viewers must adjust to fewer episodes of their favorite morning staples as the network bets big on a new content future.
