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.