ITV massacre is the worst decision for viewers and stars on TV – it's proof bosses only care about one thing

The Irish Sun

21-05-2025

THE ITV massacre is possibly the worst decision bosses could have made for viewers and stars on TV.
Sadly, all it proves is that telly execs may not care about good content, indeed they only care about one thing - money.
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The ITV shakeup is bad news for both the stars and also the viewers
Credit: Shutterstock Editorial
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Lorraine will now only present her show for half an hour at a time, 30 weeks a year
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This Morning will move to a new location completely with a streamlined and shared team with other shows
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Yesterday, I chatted to a number of my former colleagues at Good Morning Britain and it was heartbreaking to hear a general consensus of
Working on the show back in 2022, I can personally attest to seeing the fantastic and dedicated team first hand.
This was a hub of creativity, determination, drive and a passion for making brilliant television.
What makes Good Morning Britain so special as a show is the light and shade it provides.
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In recent weeks, we could see topical and specialist reporting on world events like Trump's deals and the conclave election of the new pope.
A few minutes later, we would see Richard Arnold
ITV News is a fantastic and well produced operation and without a doubt, there is always a place for news.
However, GMB is a very different operation and
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A programme like that needs light and shade and I fear that without the fun elements, even more viewers might switch to Sally and Jon on
BBC
One.
While it's been reported that some of the main talent like Susanna Reid and Kate Garraway
ITV Daytime Shake-Up: Major Changes to Lorraine and Loose Women Revealed
I cannot help but think this is almost a representation of the entire industry.
While the talent in front of the camera who are paid thousands are well looked after, it's those slaving away for 10 hours (or more) behind the scenes that are cast out into the cold, even though it is mainly them that make the magic happen.
And it shows with the rest of the schedule... Lorraine being
Her brilliant team produce a lifestyle based show which has been a staple of the breakfast offering for the last four decades - a beloved tradition that
steps
back all the way to TV-AM.
ITV show feuds
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It escalated during the same year when Phillip rudely interrupted her while she was presenting a preview of Loose Women during an episode of This Morning, with
Holly Willoughby and Phil Schofield, 2023: Back in 2023 The Sun revealed how
It is also the most popular and inoffensive show out of the whole roster of programmes.
By cutting back both the time and the amount of shows that will air, it suggests that ITV is ready to diminish the importance of popular content like that.
It reminds me of the approach of Coronation Street, culling
Then there's Loose Women, where there was absolutely no need to cut back on the amount of shows at all, especially after it was just
I cannot help but think this is almost a representation of the entire industry.
The team over at White City's TV Centre still pulls in hundreds of thousands of viewers every day and is one of the most popular shows on daytime.
Where am I going to get my daily fix of Ruth Langsford, Jane Moore,
Of course there is the point that
Meanwhile, if the plans are what they seem to be, Ben Shephard and
Peppa Pig's Mummy Pig gives birth to third baby as GMB reveals first pic and piglet's sweet name
But arguably, this is the show that faces the most competition as
BBC
Morning Live continues to be on the rise -
Many think that the studio in the old BBC headquarters is still haunted by the ghost of the lost partnership of Phillip Schofield and Holly Willoughby.
If they want to win viewers back, they may need to take a more consumer-based approach.
Keep the staple segments like fashion, food, showbiz and advice, and if they focus less on astrology and more on consumer-based segments then they might be onto a winner.
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Shows like Good Morning Britain need both serious and light hearted moments
Credit: ITV
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The changes threaten to rip out the full soul and tradition of ITV's Daytime output
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If they are going to win the audience back over, their participation is important and it might be a good idea to get viewers more involved in the 'Morning View' news
review
segments.
These shows need cultivating, not cutbacks and I fear that the bosses will save money in the short term, whilst crippling the offering in the long term.
Speaking of which, there could be an unexpected potential other winner in this saga, and that is Channel 5 (now known simply as 5) with its brilliant daytime offering.
The other commercial channel has really upped the ante on their own topical daytime offering.
If This Morning wants to win viewers back, they may need to take a more consumer-based approach
Veteran broadcaster Jeremy Vine usually takes to the airwaves for a brilliant show of news debates with big name political personalities.
hacks
.
Then we have the brilliant Vanessa Feltz with her hard-hitting human interest debates and
But what 5 does so well is the fact that all of its programmes are focused on the viewer and the audience is invited to have their say live on air.
It's the perfect mixture of traditional linear television done well combined with the uncensored and approachable feel of live radio.
You could easily call up and speak to a national treasure like Vanessa and her gang of friends on a topic that you really care about which has a direct effect on your life.
Channel 5 is investing in its daytime output just at the right time, just as ITV has exposed its Achilles heel.
There is still a home for viewers on one channel, but the question is ... where?
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Loose Women was at the top of its game with BAFTA nominations
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It seems bosses just don't want to pay for as many stars on screen
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Channel 5 have a brilliant daytime offering of their own which could really threaten ITV
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Viewers can chat directly to a national treasure like Vanessa Feltz
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I fear the cutbacks will only make more viewers switch over to other channels
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