ITV has long been a staple for daytime TV, with familiar faces and shows that viewers have grown to love.
But recently, the network has been rattling its daytime schedule, making big changes that reflect not just shifting audience habits, but also behind-the-scenes tensions.
At the heart of it all is Lorraine Kelly — once ITV’s shining daytime star — now finding herself sidelined as the channel reshapes its priorities.
Lorraine Kelly’s Diminishing Role Raises Eyebrows
There’s a running joke among ITV staff that Lorraine Kelly, the beloved host of the show named after her, spends more time at public events and ribbon-cuttings than actually presenting her show.
And with good reason — in 2024, she presented fewer than 60 percent of Lorraine’s episodes, often leaving Christine Lampard and Ranvir Singh to fill in.
This absence hasn’t gone unnoticed by ITV’s top brass.
While Lorraine remains a respected figure, her increasingly sporadic on-screen presence hasn’t helped the show’s standing.
Meanwhile, Susanna Reid on Good Morning Britain is admired for her consistency and dedication, hosting her show week after week without fail.
ITV Cuts Back Lorraine’s Show in Favor of Susanna Reid
In a move that sent ripples through the network, ITV has dramatically reduced Lorraine’s show from airing five days a week to just 30 weeks a year — and slashed the show’s length from an hour to 30 minutes.
The freed-up airtime has been handed over to Susanna Reid’s Good Morning Britain, extending that show’s morning hours.
An insider revealed, “Susanna is the favoured one.
The bosses are completely smitten with her and want to give her more space.
Lorraine’s absence made it difficult to maintain her show’s momentum.”
Despite having a show that’s been on air for 15 years, Lorraine’s role has shifted from powerhouse host to something more marginal.
Behind the Scenes: Cover Presenters Step Up But The Future Remains Uncertain
Christine Lampard and Ranvir Singh have been the go-to stand-ins for Lorraine, often stepping in at short notice to keep the show running smoothly.
But even they haven’t wanted to take over the show full-time.
As a result, Lorraine’s position looks increasingly fragile.
It’s not clear whether Lorraine’s pay will be affected, though insiders suggest a salary reduction is likely.
The reality is that ITV is refocusing its resources — and Lorraine isn’t at the center of the new vision.
Other Daytime Shows Also Feel the Pinch as ITV Tightens Its Belt
Lorraine isn’t the only daytime show facing cutbacks.
Loose Women, another long-running ITV fixture, has also been reduced from airing year-round to just 30 weeks annually — though its hour-long format remains intact.
Both shows have faced criticism over the years. Lorraine is often seen as the “unloved sister” of ITV’s daytime lineup, while Loose Women has a reputation for on-air drama and panelist feuds that exhaust the bosses.
An insider commented, “Despite what they say, the panelists are always bickering. It wears everyone out.”
Ratings Decline and Rising Production Costs Prompt Change
Ratings for both Lorraine and Loose Women have been slipping, and neither show is pulling in the advertising revenue ITV needs in a climate where TV production costs keep rising.
The network insists these changes aren’t about performance alone but are part of a broader plan to invest savings into improving other content, especially drama.
Meanwhile, This Morning continues to thrive with hosts like Alison Hammond and Dermot O’Leary, holding its place as ITV’s daytime crown jewel despite recent controversies.
Big Changes for Good Morning Britain and ITV News
In a surprising development, ITV announced that Good Morning Britain will no longer be produced by ITV Studios but by ITN — the team behind ITV News.
The show’s production will move to London, merging closely with news operations.
This merger is overseen by Andrew Dagnell, ITV’s new director of news and current affairs.
Formerly an editor at ITV News and a GMB producer, Dagnell sees value in blending news and magazine formats to streamline production.
There’s speculation that some current hosts, like Ed Balls, might not survive the shake-up due to perceived political bias.
The network may even trial ITV News anchors as potential GMB co-hosts alongside Susanna Reid.
Staff Caught Off Guard by Sudden Announcements and Widespread Anxiety
ITV staff learned about these sweeping changes at a hastily arranged meeting, which was described by insiders as chaotic and poorly handled.
Employees were told no questions could be asked initially, causing frustration and fear about job security.
One source said, “It feels like the whole thing was thrown together last minute.
There’s panic everywhere, from the lowest ranks to the top.
ITV used to be seen as a safe workplace, but now everyone is worried.”
Hundreds of Jobs at Risk as ITV Prepares for a Leaner Future
At least 220 ITV staff members face redundancy by the end of the year as the network trims its daytime operations ahead of a relaunch.
While ITV insists its biggest stars will keep their jobs, behind-the-scenes employees feel vulnerable and betrayed — especially after updated redundancy policies appeared suddenly in internal systems.
Past Controversies Have Taken Their Toll on ITV’s Daytime Lineup
Sources say that ITV’s troubles partly stem from the fallout after The Jeremy Kyle Show was axed in 2019 following a tragic participant death — a massive hit to daytime ratings.
More recently, the scandal around Phillip Schofield’s departure after admitting an affair with a younger colleague shook the network’s image further.
One insider commented, “If management had handled these crises better, they might not be in such a mess now, and fewer jobs would be at risk.
But, as usual, the executives are safe while everyone else suffers.”