ITV Confirms Big Changes and Good Morning Britain Gets Awkward

Something felt a bit off on Good Morning Britain this week, and loyal viewers were quick to spot it. Hosts Susanna Reid and Richard Madeley seemed a touch uneasy, and the timing didn’t go unnoticed. Their on-air vibe appeared to shift just as ITV announced a major shake-up to its daytime schedule — and fans were buzzing.

On Tuesday, ITV revealed plans to completely revamp its weekday lineup starting January 2026. It’s not just a few tweaks either. The whole 6am to 1:30pm block, including Good Morning Britain, Lorraine, This Morning, and Loose Women, is getting a serious overhaul, reported the Mirror.

Here’s the big one — Good Morning Britain will now run an extra half hour, airing from 6am all the way through to 9:30am. Lorraine Kelly’s show, though, isn’t so lucky. Her programme will be slashed to just 30 minutes, from 9:30 to 10am, and she’ll only be on air for 30 weeks of the year. When she’s off, GMB will simply carry on until 10am.

This Morning is keeping its usual slot from 10am to 12:30pm, while Loose Women will now be seasonal too — airing only during the same 30 weeks, from 12:30 to 1:30pm. All this change stirred up some pretty intense reactions, especially from viewers who sensed the tension on GMB almost immediately.

It didn’t take long for people to take to X (formerly Twitter) to air their thoughts. One viewer wrote: “Anyone else notice Susanna Reid’s energy is WAY off this morning? Something is not right… #GMB #ITV.” Another said: “Susanna Reid looked like she was just going through the motions today. Where’s the spark gone?? #GoodMorningBritain.”

Some fans got seriously worried: “First all the ITV shake-ups… now Susanna looks like she’s about to quit live on air. I’m stressed. #GMB.” Someone else even commented: “Susanna Reid looking like she’s aged 10 years overnight. ITV better not be pushing her out too.”

And poor Richard didn’t escape the scrutiny either. “Richard Madeley looks WORRIED. And I can’t say that I feel sorry for him,” joked one viewer. Another added: “Between the weird silences and Susanna’s ‘I’ve had enough’ eyes, it’s clear things are NOT okay behind the scenes. What is going on at ITV?”

The speculation came hot on the heels of Kevin Lygo, ITV’s Managing Director of Media and Entertainment, outlining the reason behind the sweeping changes. He emphasised the importance of daytime TV and explained that the reshuffle would allow for both cost savings and reinvestment in other programming. He also mentioned it was about boosting ITV’s already strong reputation for news and trusted journalism.

He acknowledged the shake-up would have a real impact on staff behind the scenes, but promised ITV would support the transition and continue delivering award-winning content to viewers.

The updated Good Morning Britain promises more news, interviews, debate, competitions, and deeper regional coverage — all under the production of ITV News at ITN. Meanwhile, Lorraine, This Morning, and Loose Women will stay with ITV Studios and be filmed from a new central London location. ITV Studios is working with Daytime teams to pool resources and ensure the new structure works seamlessly.

But for now, it’s the subtle body language, tired eyes, and awkward glances that have viewers talking — and wondering what’s really going on behind the scenes.

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