ITV Unveils Major 2026 Overhaul: Daytime Shows Cut, Soaps Move to 8pm, and GMB Joins ITN
LONDON, 16 January 2026 – ITV has implemented the most significant restructuring of its daytime and early evening schedule in decades, with changes that came into effect this month. The overhaul sees flagship breakfast show Good Morning Britain move production to ITN, popular programmes Lorraine and Loose Women reduced to seasonal broadcasts, and the network’s iconic soaps shifted to a new 8pm “soap hour”. The moves are part of a cost-cutting drive designed to consolidate news operations and free up budget for drama and major sporting events.
The New Daytime Line-Up
From Monday 5 January 2026, ITV’s weekday morning schedule underwent a fundamental shift. Good Morning Britain has been extended by 30 minutes, now airing from 6am to 9.30am. Crucially, its production has transferred from ITV Studios to ITV News at ITN’s headquarters on Gray’s Inn Road. This integration aims to bring all of ITV’s national news gathering under one roof, allowing GMB to utilise the journalistic resources of ITN’s newsroom.
Lorraine now occupies the 9.30am-10am slot, but will only air for 30 weeks of the year. During the 22 weeks it is off air, Good Morning Britain will extend to 10am. This Morning retains its 10am-12.30pm slot year-round. Loose Women returns to the 12.30pm-1.30pm slot it held for over a decade until 2016, but like Lorraine, it will broadcast seasonally for 30 weeks a year. The three ITV Studios-produced shows are now broadcast from a new, shared location in central London.
A New Primetime ‘Soap Hour’
In a major shift for early evening viewing, ITV has created a dedicated soap block from 8pm. The change was launched with a special two-hour event on Monday 5 January, featuring Emmerdale at 7pm, Coronation Street at 7.30pm, and a one-off crossover episode titled Corriedale at 8pm.
From Tuesday 6 January, the new permanent schedule took effect: Emmerdale now airs at 8pm, followed by Coronation Street at 8.30pm, Monday to Friday. Episodes continue to be released on ITVX from 7am on the day of broadcast. The 7.30pm slot vacated by the soaps is now filled by a new quiz show, Millionaire Hot Seat, hosted by Jeremy Clarkson.
Rationale: Cost-Cutting and Reinvestment
Kevin Lygo, Managing Director of ITV’s Media and Entertainment Division, stated the changes were necessary to sustain the broadcaster’s future. “Daytime is a really important part of what we do,” Lygo said, “and these scheduling and production changes will enable us to continue to deliver a schedule providing viewers with the news, debate and discussion they love… as well generating savings which will allow us to reinvest across the programme budget in other genres.”
The efficiencies are expected to fund additional investment in hit dramas like Mr Bates vs The Post Office and coverage of major sporting events like the 2026 FIFA World Cup. The restructuring also forms part of a renewed five-year agreement for ITN to produce news for ITV.
ITV and Ofcom: A History of Regulation and Complaints
The changes come as ITV continues to navigate its relationship with media regulator Ofcom. The broadcaster has a history of high-profile sanctions, most notably during the 2007 premium-rate phone-in scandal.
| Event | Details |
|---|---|
| 2008 Ofcom Fine | ITV plc was fined a record £5.675 million for “institutionalised failure” and misconduct in viewer competitions and voting on shows like Ant & Dec’s Saturday Night Takeaway and Soapstar Superstar. |
| 2025 Ofcom Complaints | Ofcom received almost 50,000 complaints about TV, radio, and on-demand programmes in 2025. ITV2’s Love Island was the most complained-about programme, with the 24 July 2025 episode alone attracting 3,547 complaints. |
| Regulatory Context | Ofcom’s regulation of broadcasters like ITV and GB News remains a contentious issue, with debates ongoing about due impartiality and the robustness of enforcement. |
Frequently Asked Questions
Why has Good Morning Britain moved to ITN?
ITV states the move consolidates all national news gathering into one hub. GMB will benefit from ITN’s journalistic and production resources, which are already in place for ITV’s national news bulletins and digital platforms like ITVX.
Will Lorraine and Loose Women be cancelled?
No. Both shows will continue but on a seasonal basis, airing for 30 weeks of the year. This aligns with the working patterns of their lead presenters. When they are off air, Good Morning Britain will be extended or other programming will fill the slots.
Why have the soaps moved to 8pm?
ITV says the move creates a consistent, “streaming-friendly” soap hour that is easier for viewers to find in the linear schedule. The broadcaster believes 30-minute episodes better suit modern viewing habits and allow for pacey storytelling.
When did these changes happen?
The new schedules came into effect on Monday 5 January 2026, with the new soap hour beginning in full on Tuesday 6 January.