ITV’s Budget Cuts Force Major Changes to Daytime Programming

Changes to ITV’s daytime programming have become apparent following significant budget cuts, leading to noticeable differences on popular shows like *Good Morning Britain* (GMB). As of January 9, 2026, host Susanna Reid returned to the screen with a less polished look, sparking discussions among viewers about the impact of recent financial decisions on the broadcaster’s presentation standards.

Sources within ITV reveal that the financial strain has resulted in the loss of over half of its behind-the-scenes staff. This reduction has affected the resources available to GMB, including the number of hair and make-up personnel, forcing them to share these services with ITV News. The reduction in glam squads has left Reid without her personal hairdresser, contributing to her noticeably altered appearance on air.

Viewers might find it surprising to learn that this is just one aspect of a broader strategy involving severe cost-cutting measures. ITV announced last summer that all four of its core daytime programmes—*GMB*, *Lorraine*, *This Morning*, and *Loose Women*—would undergo significant restructuring. The consequences of these changes are now visible, with GMB merging its operations with ITV News, resulting in shared news-gathering resources and studio space.

Kate Garraway, a long-standing presenter with ITV since 2000, has also been impacted by these changes. She has found herself hosting regional news segments for ITV London during GMB, a move that many colleagues have described as “humiliating.” Despite this setback, Garraway has been given the opportunity to host GMB on Fridays, which may provide her with a higher profile during the week.

The changes have not only impacted presenters but also the overall production environment. ITV has relocated from its spacious studios in White City, London, to a more compact facility at the Hospital Club in Covent Garden. This transition has meant that *Loose Women* will air for only 30 weeks a year, rather than the customary 52, and the show will no longer feature a live audience due to space constraints.

Insiders report that the atmosphere backstage is tense, as presenters and production staff adjust to their new, cramped conditions. Lorraine Kelly, who has hosted her namesake show since 2010, has expressed feelings of humiliation due to the drastic cuts, which have seen her show reduced from a full hour to just 30 minutes. The actual airtime, after factoring in commercials and promotional segments, has dwindled to approximately 13 minutes.

The response to these changes has been mixed among viewers and staff alike. While some audiences have expressed dissatisfaction with the new setups and the perceived decline in quality, ITV maintains that these strategic cuts are necessary for the long-term sustainability of its daytime offerings.

In a bid to counter the negative narrative surrounding these changes, Susanna Reid took to social media to share that GMB’s viewership numbers have seen an increase compared to previous years. Despite this optimistic message, many are skeptical about the long-term implications of the budget cuts.

As ITV navigates these challenging times, questions linger about the quality of content that will emerge from its reduced workforce. With fewer resources dedicated to securing high-profile guests, the future of exclusive interviews and compelling news coverage appears uncertain. A long-time staff member expressed concern: “You can’t make a quality live news show without the right resources. The significant job losses and budget cuts will inevitably affect the quality of our output.”

As ITV adapts to its new financial reality, it is clear that the changes are not merely logistical but have real implications for the presenters and the quality of programming that audiences have come to expect. The broadcaster’s ability to maintain its reputation for quality content in a competitive landscape is now more critical than ever.