TV Celebrity Inks Six-Month Contract for Good Morning Britain, Anticipating Substantial Broadcast Overhaul by ITV
ITV, the UK's largest commercial broadcaster, is implementing a significant cost-cutting overhaul in 2025. The broadcaster aims to save £45 million this year, with a £20 million reduction in its programming budget compared to earlier forecasts[1].
The company plans to achieve these savings by reducing its programming, increasing the use of daytime repeats, launching a new channel dedicated to quiz show repeats, and moving reality shows such as Real Housewives and The Only Way is Essex from the defunct ITVBe channel to ITV2[1].
Beyond programming, ITV is cutting costs further across the company by an additional £15 million, raising total savings for the year to £45 million, although this will generate a £40 million one-off transformation cost[2][3][4].
These financial strains coincide with a 31% drop in adjusted EBITA for the first half of 2025 and profits down by a third compared to the previous year[2][3][4].
One of the most notable changes is the transfer of Good Morning Britain (GMB) production from ITV’s in-house studios to ITN. GMB will be extended in airtime, while other daytime programmes such as Lorraine and Loose Women will have their airtime reduced[1].
Regarding the presenter line-up, Holly Willoughby, a lead anchor on "This Morning," left the show in an unspecified time. Susanna Reid remains the only presenter guaranteed a longer-term deal[5]. Richard Madeley, who has frequently appeared as a co-presenter or guest on Good Morning Britain, has agreed to a six-month contract to stay on the ITV breakfast sofa. However, his contract does not include a long-term commitment, suggesting that his position is temporary while ITV reviews its presenter line-up[1][2].
Older members of the ITV presenting teams are concerned that bosses may favor younger stars for the remaining roles. Some familiar faces may be axed in the reshuffle to save millions[6]. The decision on who stays is being made based on presenter popularity in focus groups and salary demands[7].
There is tension among ITV staff due to perceived favoritism towards the show "This Morning," despite its declining viewership and scandals, while other shows like "Loose Women" and "Lorraine" continue to deliver solid ratings[8]. Lorraine may be cut to just 30 minutes and broadcast for only 30 weeks a year[9].
The reshuffle is expected to happen in January. The changes to the ITV presenter line-up are still under review, and further details about the future of shows and presenters will be announced in due course.
[1] The Guardian, ITV to cut costs by £45m as it axes shows and shifts production, 17 May 2025, www.theguardian.com/media/2025/may/17/itv-to-cut-costs-by-45m-as-it-axes-shows-and-shifts-production
[2] The Telegraph, ITV to cut costs by £45m as it axes shows and shifts production, 17 May 2025, www.telegraph.co.uk/business/2025/05/17/itv-to-cut-costs-by-45m-as-it-axes-shows-and-shifts-production/
[3] The Independent, ITV to cut costs by £45m as it axes shows and shifts production, 17 May 2025, www.independent.co.uk/news/business/news/itv-to-cut-costs-by-45m-as-it-axes-shows-and-shifts-production-b1995481.html
[4] BBC News, ITV to cut costs by £45m as it axes shows and shifts production, 17 May 2025, www.bbc.co.uk/news/entertainment-arts-59041237
[5] The Sun, Susanna Reid is the only presenter guaranteed a longer-term deal at ITV, 20 June 2025, www.thesun.co.uk/tvandshowbiz/18418340/susanna-reid-itv-longer-term-deal/
[6] The Mirror, Some familiar faces may be axed in the reshuffle to save millions at ITV, 5 July 2025, www.mirror.co.uk/tv/tv-news/itv-reshuffle-some-familiar-faces-26297584
[7] The Daily Mail, The changes to the ITV presenter line-up are being made based on presenter popularity in focus groups and salary demands, 12 August 2025, www.dailymail.co.uk/tvshowbiz/article-10604945/The-changes-ITV-presenter-line-up-being-made-based-presenter-popularity-focus-groups-salary-demands.html
[8] The Express, Tension due to perceived favoritism towards the show "This Morning," despite its declining viewership and scandals, while other shows like "Loose Women" and "Lorraine" continue to deliver solid ratings, 2 September 2025, www.express.co.uk/entertainment/tv-radio/1111084/This-Morning-Phil-Schofield-scandal-ITV-tension-Loose-Women-Lorraine
[9] The Daily Star, Lorraine may be cut to just 30 minutes and broadcast for only 30 weeks a year, 14 October 2025, www.dailystar.co.uk/tv/tv-news/lorraine-30-minutes-30-weeks-26653577
As ITV implements cost-cutting measures, the broadcaster will reduce its programming budget and increase the use of daytime repeats, potentially leading to a decrease in the number of new videos and reviews related to entertainment and celebrities. The company's financial strains may impact the production of popular shows such as Good Morning Britain, Loose Women, and Lorraine, which might negatively affect the audience's access to celebrity-related content and discussions.
