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This article focuses on the current incarnation of the business. For more information on the company and its programmes under its previous name, see GMTV.

ITV Breakfast Limited
TypeBreakfast television
First air date
1 January 1993
(as GMTV)
6 September 2010
(as Daybreak)
28 April 2014
(as Good Morning Britain)
HeadquartersThe London Studios
(1993–2018)
Television Centre
(2018–2025)
ITN headquarters
(2026–present)
AreaNational
(Breakfast 6:00 am – 9:25 am)[1]
OwnerITV plc
Former names
GMTV
AffiliationITV
Official website
Good Morning Britain
ReplacedGMTV

ITV Breakfast Limited[2] (previously known as GMTV Limited) is the national ITV breakfast television licensee,[3] broadcasting in the United Kingdom. It became a wholly owned subsidiary of ITV plc in November 2009.[4]

GMTV, as an on-screen brand name, ended on 3 September 2010, with the newly-rebranded ITV Breakfast launching new weekday breakfast programmes Daybreak and Lorraine on 6 September 2010. In March 2014, it was announced Daybreak had been axed amid poor ratings. The programme was replaced on Monday 28 April 2014 by Good Morning Britain, reprising the title of a previous ITV early-morning programme. The Lorraine segment was not been affected by the changes, but from January 2026 is no longer broadcast during the ITV Breakfast time-slot - now airing from 09:30 for 30 weeks of the year.[5]

At weekends, ITV Breakfast would air children's programming, a simulcast of the channel CITV, until August 2023, when kids programmes were moved to ITVX and ITV2.[6] Daytime repeats are now broadcast during the earlier hours of the ITV Breakfast slot at weekends.

The talk show Weekend was broadcast on Saturdays and Sundays at 8:30 a.m. until 2017 when it didn't return after the Christmas break. It was hosted by Aled Jones. Various other similar talk shows have aired in this slot, including Martin & Roman's Weekend Best!.

ITV Breakfast Limited is a subsidiary of ITV Broadcasting Limited. Until December 2025, the main shows, Good Morning Britain and Lorraine where produced by ITV Breakfast Ltd, a subsidiary of ITV Studios.[7] From January 2026, GMB is now produced by ITN.[8]

Programmes

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Weekdays

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GMTV (1993–2010)

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Main article: List of GMTV programmes

GMTV (1993–2000, 2009–2010)

  • Monday to Thursday 06:00 – 08:30 (Friday 09:25)

GMTV Newshour (1997–2009)

  • Monday to Friday 06:00 – 07:00

GMTV Today (2000–2009)

  • Monday to Friday 07:00 – 08:30 (Friday 09:25)

GMTV with Lorraine (2009–2010)

  • Monday to Thursday 08:30 – 09:25

ITV Breakfast (2010–present)

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Main article: List of ITV Breakfast programmes

Daybreak (2010–2014)

  • 06:00 – 08:30 (2010–2012)
  • 07:00 – 08:30 (2012–2014)

Good Morning Britain (2014–present)

  • 06:00 – 08:30 (2014–2020)
  • 06:00 – 09:00 (2020–2025)
  • 06:00 – 09:30 (2026–present) (when Lorraine is on air)
  • 06:00 – 10:00 (2026–present) (when Lorraine is off air)

GMB Today (August 2017)

  • 08:30 – 09:25

Good Morning Britain with Lorraine (March–July 2020, December 2021)

  • 09:00 – 10:00

Lorraine (2010–present)

  • 08:30 – 09:25 (2010–2020)
  • 09:00 – 10:00 (2020–2025)
  • 09:30 – 10:00 (2026–present) (no longer on air during ITV Breakfast hours)

Weekends

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See also

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References

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  1. ^ "BREAKFAST NATIONAL CHANNEL 3 SERVICE LICENCE" (PDF). Ofcom. Retrieved 15 May 2022.
  2. ^ "ITV BREAKFAST LIMITED overview - Find and update company information - GOV.UK". Companies House. Retrieved 9 May 2026.
  3. ^ "GMTV – National Breakfast-time". Ofcom. Archived from the original on 12 July 2007. Retrieved 1 June 2007.
  4. ^ "ITV buys remaining 25 pct stake in GMTV". Interactive Investor. 26 November 2009. Archived from the original on 17 July 2011. Retrieved 5 March 2013.
  5. ^ "ITV UNVEILS NEW DAYTIME STUDIOS AS PRODUCTION AND SCHEDULE CHANGES ARE IMPLEMENTED". TV Zone. 5 January 2026. Retrieved 6 January 2026.
  6. ^ "CITV: Children's TV channel will close in September following launch of ITVX Kids". Sky News. 20 August 2023. Retrieved 30 August 2023.
  7. ^ "Itvstudios". Archived from the original on 22 October 2023. Retrieved 3 August 2022.
  8. ^ "'Good Morning Britain to be produced by ITN from 2026'". ITN. Oath. 21 May 2025. Retrieved 31 December 2025.
  9. ^ "Zoe Ball lands her own Saturday and Sunday morning talk show on ITV". Good Housekeeping. 22 March 2018. Retrieved 20 May 2022.
  10. ^ "Sara Cox to host ITV morning weekend show". BBC News. 5 March 2019. Retrieved 20 May 2022.
  11. ^ "UK outlets commit dozens of staff to covering invasion of Ukraine". Press Gazette. 14 March 2022. Retrieved 20 May 2022.
  12. ^ "ITV announces new weekend shows for Spring 2022". ITV Press Centre. Retrieved 20 May 2022.
  13. ^ "Oti Mabuse's Breakfast Show". ITV Press Centre. Retrieved 11 April 2023.
  14. ^ "Laura Whitmore's Breakfast Show". ITV Press Centre. Retrieved 11 April 2023.
  15. ^ "Prue Leith's Cotswold Kitchen". ITV Press Centre. Retrieved 12 April 2026.
  16. ^ "The Chris McCausland Show". ITV Press Centre. Retrieved 12 April 2026.
  17. ^ "Jimmy and Shivi's Farmhouse Breakfast". ITV Press Centre. Retrieved 12 April 2026.
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