ITV has announced a sweeping shake-up of its daytime schedule and channel lineup, impacting two of its most beloved programs, Lorraine and Loose Women, alongside the closure of ITVBe and the launch of a new channel, ITVQuiz. These changes come as part of a strategic drive to cut costs, streamline operations, and adapt to an increasingly competitive broadcasting landscape shaped by evolving viewer habits and the rise of streaming services.

Lorraine Slashed for Half the Year
At the heart of ITV’s daytime overhaul is the significant reduction of Lorraine, the morning magazine show fronted by Lorraine Kelly. Once a mainstay of the ITV schedule with a full hour-long daily slot, Lorraine will now be shortened to just 30 minutes per episode and broadcast for only 30 weeks annually. This represents a substantial cut from its previous year-round, hour-long format and means that for roughly half the year, viewers will not see the show at all.

The reason behind this adjustment is partly to allow ITV’s flagship breakfast program, Good Morning Britain (GMB), to extend its airtime. During the weeks Lorraine is off-air, GMB will run until 10:00 am, effectively taking over the slot that Lorraine previously occupied. Even when Lorraine returns, it will air from 9:30 am to 10:00 am, a significant reduction from its traditional schedule.

Loose Women Moves Studios but Stays On
While Loose Women will continue to air in its current timeslot, it too is undergoing a major change, moving to a new central London studio shared with This Morning. This relocation is part of ITV Studios’ consolidation strategy to reduce overhead costs by bringing production teams closer together and sharing resources.

Though on-screen talent will remain, this move has resulted in redundancies among behind-the-scenes staff. ITV has emphasized that the goal is to protect the shows’ quality and maintain their appeal to loyal viewers while adapting to tighter budgets.

It was also announced today that ITV Studios will no longer make Good Morning Britain but instead it will be made by ITN – the organisation which makes ITV News.

ITVBe Closes, ITVQuiz Launches
Alongside the daytime schedule reshuffle, ITV has confirmed the closure of ITVBe, its entertainment-focused channel known for reality shows and lifestyle programming. ITVBe, which launched in 2014, has been a home to popular series such as The Only Way Is Essex and Real Housewives spin-offs.

Replacing ITVBe will be ITVQuiz, a new channel dedicated entirely to interactive quiz programming. ITVQuiz aims to tap into the growing audience for game shows and interactive entertainment, offering viewers more opportunities to engage live with quiz content. The decision to close ITVBe and launch ITVQuiz reflects ITV’s strategy to focus on more niche, cost-effective channels that can drive advertising revenue with lower production costs.

Financial Pressures and Industry Context
These significant changes at ITV come amid ongoing financial pressures faced by traditional broadcasters. The rise of streaming giants like Netflix, Amazon Prime Video, and Disney+ has drastically altered how viewers consume content, with many shifting away from traditional linear TV schedules in favor of on-demand viewing.

ITV has been under particular pressure to protect its share price and ensure long-term viability in this competitive market. As a result, the broadcaster has been reviewing its entire portfolio of channels and programming. This includes not only daytime shows and entertainment channels but also its soap operas, which have seen reduced episode counts to save money.

There has even been speculation around the possible sale of ITV Studios, the production arm responsible for many of ITV’s most popular programs, as part of broader cost-saving measures.

Impact on Viewers and Staff
For loyal viewers, the changes mean saying goodbye to the familiar rhythms of daytime TV. Lorraine fans will have to adjust to shorter episodes and fewer weeks on air, potentially missing out on the lifestyle, celebrity interviews, and human interest stories the show is known for. Loose Women’s move to a new studio may bring a fresh aesthetic, but the loss of some production staff is a reminder of the tough financial realities behind the scenes.

The closure of ITVBe and its replacement with ITVQuiz also signal a shift in ITV’s audience targeting. ITVQuiz’s interactive format could attract a different demographic, possibly skewing towards viewers who enjoy participatory game shows and live entertainment.

Balancing Quality and Cost
ITV insists that despite the cuts and schedule changes, the quality of its daytime programming will not be compromised. The broadcaster aims to deliver a leaner but more efficient lineup that balances cost-saving with viewer engagement.

Executives have highlighted that the reshuffle will provide flexibility to adapt to breaking news, special events, and seasonal programming needs more easily. The move also reflects an effort to future-proof ITV’s daytime offerings in a media landscape where consumer preferences and technology are rapidly evolving.

Looking Ahead
As ITV navigates these changes, the coming months will be critical for both the broadcaster and its audiences. The success of the shortened Lorraine, the relocated Loose Women, and the new ITVQuiz channel will depend on how well ITV manages to retain loyal viewers while attracting new ones.

Ultimately, this major daytime shake-up illustrates the challenges traditional TV networks face in a streaming-dominated era. ITV’s bold steps to restructure its schedule and channel portfolio reflect a broader industry trend toward leaner, more targeted programming strategies designed to stay relevant and financially sustainable in an increasingly digital world.