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ITV Revamps Daytime Lineup with Jeans-Friendly Dress Code and Regional Accents

The initiative is designed to boost viewer connection through relaxed on-air styling as part of a wider cost-reduction programme

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Overview

  • ITV revealed in May 2025 that it will shorten Lorraine Kelly’s show, expand Good Morning Britain, and consolidate production teams into a streamlined daytime schedule beginning January 2026.
  • This Morning presenters are now permitted to wear jeans after executives relaxed the long-standing smart-dress rule to foster a more approachable on-air appearance.
  • Anchors such as Cat Deeley have been urged to revert to natural regional accents to strengthen audience rapport.
  • The network plans to eliminate over 220 positions as part of cost-saving measures that include lowering production values on daytime series.
  • Savings from the overhaul will be redirected to higher-cost genres such as drama and sports in response to declining linear viewership.