ITV’s daytime lineup is going through some major shake-ups, and the mood behind the scenes is anything but calm.
Fans of the channel might not have missed the shift, but insiders say tensions are running high as the network makes tough decisions about some of its most familiar shows and personalities.
One of the biggest stories is what’s happening with Lorraine Kelly, the iconic presenter who has been synonymous with ITV’s morning programming for years.
Once considered untouchable and the queen of daytime TV, Lorraine’s role has been quietly shrinking — and not without controversy.
Lorraine Kelly’s Shrinking Spotlight
There’s a running joke among ITV’s junior staff that Lorraine Kelly spends more time at ribbon-cutting ceremonies than actually hosting her show named after her.
And it’s hard to argue with that perception.
Over the past year, she’s frequently been spotted opening new stores or studios, like a Bonmarché branch in High Wycombe or a radio station studio in Buckinghamshire, rather than sitting behind the desk on her show.
In fact, in 2024, Lorraine presented fewer than 60 percent of her own show’s episodes.
Fill-in hosts like Christine Lampard and Ranvir Singh stepped in regularly, which didn’t exactly help Lorraine’s image with ITV executives who had once hailed her as their top female presenter.
ITV’s Response: Cutting Back and Shifting Time Slots
This week, ITV made it official by cutting Lorraine’s show from a year-round, five-days-a-week schedule down to just 30 weeks annually.
But that’s not all — the show’s runtime has been slashed from an hour to just 30 minutes.
The extra airtime is now going to Susanna Reid’s Good Morning Britain, extending her show’s reach and clearly signaling who the bosses prefer.
An insider spilled that Susanna Reid is very much the “favoured one” at ITV right now, praised for her consistency and professionalism in hosting week after week without the absences Lorraine’s show has suffered.
Behind the Scenes: What the Insiders Are Saying
People close to the situation describe Lorraine as once ruling her show with an iron fist, but lately, her influence and presence have dwindled.
“She thought she was the grande dame of ITV, but recently she just hasn’t been there,” one insider shared.
Christine and Ranvir are happy to fill in, but neither seems eager to take over permanently.
There are even whispers that Lorraine’s salary might be reduced, though no official announcements have been made.
Other ITV Daytime Changes and Challenges
Lorraine isn’t the only one feeling the cut. Loose Women, another daytime staple that celebrated its 25th anniversary last year, will also see its schedule reduced from 52 to 30 weeks annually — though it will keep its hour-long format.
Both shows have their share of critics. Lorraine’s program is often viewed as the “unloved sister” of ITV’s daytime, while Loose Women has a reputation for on-air drama and off-screen clashes that tire out management.
“They are grown women who are always falling out,” an insider revealed.
Financial Pressures and a Shift in Strategy
Ratings for both shows have been slipping, and ITV is feeling the pinch as production costs rise.
Executives insist the cuts aren’t about the quality of the shows but rather about reallocating budgets to other departments like drama, which ITV hopes will bring better returns.
Meanwhile, This Morning, featuring Alison Hammond, Ben Shephard, and others, remains untouched and is still viewed as a shining success amid all the turmoil.
Good Morning Britain’s Big Changes
Another shake-up involves Good Morning Britain itself.
ITV Studios will no longer produce the show; instead, ITN, the company behind ITV News, will take over production.
The show’s studio is moving to central London to be closer to the news teams, and there will be more crossover between news and GMB presenters.
Andrew Dagnell, ITV’s new director of news and current affairs, is behind this strategy, believing that blending the news and morning show formats will be beneficial.
Staff Uncertainty and Widespread Anxiety
The announcement of these changes came during a surprise all-hands meeting that reportedly felt chaotic and left staff anxious.
More than 200 people are expected to be made redundant by the end of the year, as ITV moves toward a leaner, more streamlined daytime operation.
Employees are worried — not just about job losses but about the lack of clear communication from management.
“For a long time, ITV was seen as a safe place to work, but right now almost everyone feels at risk,” said an insider.
The Road Ahead for ITV Daytime TV
ITV insists that its biggest stars won’t be losing their jobs, but behind the scenes, many feel the cuts and changes are unavoidable consequences of earlier troubles.
The loss of The Jeremy Kyle Show in 2019 after a tragic incident and the recent departure of This Morning’s Phillip Schofield following a scandal have both hurt the network’s image and stability.
An insider summed it up bluntly: “If the bosses had handled those situations better, maybe we wouldn’t be in this mess now.
But as always, the chiefs seem safe — it’s everyone else who’s worried.”