What Happened To GMTV This Morning? What Replaced GMTV?
by Abinaya
Updated Jul 24, 2023
What Happened to GMTV This Morning?
GMTV, known as "Good Morning Television," was a popular breakfast television show that aired on ITV from 1 January 1993 to 3 September 2010. Unfortunately, the show faced declining ratings and increasing competition from other breakfast shows like BBC Breakfast and Channel 4's Sunrise in the early 2010s, leading to its discontinuation.
In an effort to boost ratings, ITV launched Daybreak in September 2010 as a replacement for GMTV. Hosted by Adrian Chiles and Christine Bleakley, Daybreak aimed to capture the same success as its predecessor but fell short in achieving comparable viewership numbers. Subsequently, in 2014, Daybreak was discontinued, paving the way for the launch of Good Morning Britain.
This new show, hosted by Richard Madeley and Susanna Reid, surpassed the ratings of Daybreak and became the most-watched breakfast show in the UK. Good Morning Britain offers a diverse blend of news, entertainment, and celebrity interviews.
Although GMTV is no longer on the air, its legacy lives on as viewers fondly remember its well-known presenters, including Fiona Phillips, Eamonn Holmes, and Kate Garraway, who went on to pursue other projects in the media industry.
What has Happened to GMTV?
GMTV, a prominent breakfast television show that stood for "Good Morning Television," was broadcast on ITV from 1 January 1993 to 3 September 2010. Throughout its run, it held the distinction of being the most-watched breakfast show in the UK, but its popularity began to wane in the early 2010s. In November 2009, GMTV became a wholly owned subsidiary of ITV plc, and shortly after, ITV plc announced its decision to end the program.
The final edition of GMTV aired on 3 September 2010, marking the conclusion of an era. To replace GMTV, ITV introduced a new show called Daybreak in 2010, hosted by Adrian Chiles and Christine Bleakley. However, despite their efforts, Daybreak did not achieve the same level of success as its predecessor.
In 2014, Daybreak was discontinued, leading to the launch of Good Morning Britain in its place. Hosted by Richard Madeley and Susanna Reid, Good Morning Britain proved to be more successful than Daybreak, eventually becoming the most-watched breakfast show in the UK. As for GMTV, it no longer exists, and its presenters, including Fiona Phillips, Eamonn Holmes, and Kate Garraway, moved on to pursue other projects.
The reasons behind GMTV's decline are multifaceted, including the rise of digital television, which provided viewers with more breakfast show options, a decline in ITV's overall audience share, and the show's aging format.
What Replaced GMTV?
GMTV was replaced by Daybreak on 6 September 2010. Daybreak was then replaced by Good Morning Britain on 28 April 2014. GMTV, a popular breakfast television show on ITV, aired from 1 January 1993 to 3 September 2010 and held the title of the most-watched breakfast show in the UK for an extended period.
However, in the early 2010s, its ratings began to decline, leading to its replacement. On 6 September 2010, Daybreak was launched as a successor to GMTV, aiming to revive the show's ratings.
Hosted by Adrian Chiles and Christine Bleakley, Daybreak faced challenges in replicating GMTV's success and did not achieve the desired audience numbers. In 2014, Daybreak was discontinued, making way for Good Morning Britain, which debuted on 28 April 2014. Hosted by Richard Madeley and Susanna Reid, Good Morning Britain garnered higher ratings and gained popularity, eventually becoming the most-watched breakfast show in the UK.
With a diverse mix of news, entertainment, and celebrity interviews, Good Morning Britain has successfully maintained its position as a leading morning show, appealing to a broad audience and continuing to enjoy significant viewership in the UK.
About GMTV
GMTV, initially standing for Good Morning Television, was a prominent national breakfast television contractor/licensee in the United Kingdom, broadcasting from 1 January 1993 to 3 September 2010, and legally known as ITV Breakfast Broadcasting Limited. In November 2009, it became a wholly owned subsidiary of ITV plc, with the announcement of the program's impending end shortly after.
The final episode of GMTV was broadcast on 3 September 2010. The daily transmission of GMTV began at 6 am, featuring its weekday breakfast magazine program until 8:25 am (9:25 am on Fridays), followed by GMTV with Lorraine (Monday to Thursday), before the regional ITV franchises took over at 9:25 am.
While the transition between GMTV and ITV was smooth for viewers due to continuous ITV Network continuity, it's important to note that GMTV operated independently with its own news-gathering, sales, management teams, and in-house production team until its complete buyout by ITV plc. The network also had its separate children's programmes, distinct from CITV, until Boohbah, which was cross-promoted on both sides, with different credits for each.
About DayBreak
Daybreak was a British breakfast television program that aired on ITV from 6 September 2010 to 25 April 2014. It served as a replacement for GMTV, which aired its final weekday edition on 3 September 2010, and Daybreak was launched just three days later. In March 2014, ITV announced that Daybreak would come to an end later that year, making way for the launch of a new program called Good Morning Britain on 28 April 2014.
This decision was made following ITV's complete takeover of GMTV. Daybreak, along with the show Lorraine, formed the weekday output of ITV Breakfast, while children's programming filled the slot on weekends. Prior to its launch, an advertising campaign was initiated to promote the new franchise, with short break-bumpers airing during the evening schedule of ITV.
The show aimed to offer viewers a fresh and engaging morning program, providing a mix of news, entertainment, and lifestyle content to start their day. However, after four years on air, the decision was made to discontinue Daybreak, paving the way for the successful launch of Good Morning Britain.
What Happened To Gmtv This Morning - FAQ
GMTV, a popular breakfast television show on ITV, aired from 1 January 1993 to 3 September 2010. Its decline in ratings and increasing competition led to its discontinuation.
On 6 September 2010, GMTV was replaced by a new show called Daybreak. However, Daybreak didn't achieve the same success, leading to its discontinuation in 2014, paving the way for Good Morning Britain.
GMTV faced declining ratings and increased competition from other breakfast shows, causing its decline. In November 2009, GMTV became a wholly owned subsidiary of ITV plc, and shortly after, ITV plc announced its decision to end the program.
Good Morning Britain, hosted by Richard Madeley and Susanna Reid, is the successor to Daybreak. It became the most-watched breakfast show in the UK and features a mix of news, entertainment, and celebrity interviews.
The final edition of GMTV aired on 3 September 2010, marking the conclusion of the show's run on ITV.