EXCLUSIVE: Behind the Scenes of ITV’s Daytime Shake-Up — Lorraine Demoted, Staff in Panic, and Susanna on the Rise

For over a decade, Lorraine Kelly reigned supreme over ITV’s mid-morning slot with her eponymous show. But the winds of change are blowing — and hard. This week, ITV insiders have spilled to journalist Katie Hind what they describe as a full-blown “bloodbath” across the channel’s daytime programming. Once considered the grande dame of daytime television, Lorraine has seen her five-day-a-week show dramatically reduced to just 30 weeks a year, with her hosting time slashed from 60 minutes to 30.

“It’s a clear sign,” said one insider. “The bosses don’t view Lorraine the same way anymore. Her absence from the show hasn’t gone unnoticed. She used to rule with an iron fist — but times have changed.”

Lorraine’s dwindling screen time was already a point of contention. She reportedly hosted fewer than 60% of the show’s broadcasts in 2024, frequently handing over duties to Christine Lampard or Ranvir Singh. While both women are well-liked and reliable stand-ins, ITV executives were growing frustrated with the need to constantly find cover.

“Christine and Ranvir have saved the show more than once,” one source said. “But the constant juggling became more hassle than it was worth.”

Insiders say Lorraine Kelly’s absence from her own programme hasn’t gone unnoticed by ITV bosses

Meanwhile, over at Good Morning Britain, Susanna Reid is thriving. Described by colleagues as the epitome of professionalism, Reid is now the network’s golden girl. Her program is set to expand, eating up the time cut from Lorraine’s schedule. When Lorraine isn’t on air, GMB will now run until 10 a.m.

“Susanna is the favoured one,” an ITV insider bluntly stated. “The execs adore her. She shows up, does the job well, and never makes a fuss.”

The shift in programming has sent shockwaves through ITV’s daytime division. A staff-wide emergency meeting was called at the TC1 studio to reveal the new structure — but it only created more chaos. Sources say executives, including managing editor of daytime Emma Gormley, were unprepared for questions and declined to take any, promising a follow-up session the next day.

“It was shambolic,” said a staff member. “No answers, no clarity — just panic.”

And it’s not just Lorraine feeling the blow. The long-running panel show Loose Women — a staple for 25 years — has also been scaled back to a 30-week format. Though its one-hour runtime will remain, the cuts have left presenters and crew reeling. With frequent rumors of behind-the-scenes conflict and plummeting ratings, some at ITV are relieved, others are fearful.

“They’re always falling out,” one employee shared about the Loose Women team. “It’s exhausting for management.”

Meanwhile, bosses apparently admire Susanna Reid’s professionalism in hosting Good Morning Britain (pictured alongside Richard Madeley)

The changes come amid a larger restructuring. ITV Studios will no longer produce Good Morning Britain. Production is moving to ITN — the same company that handles ITV News. The aim? A leaner, more cohesive editorial team working across both GMB and the network’s news coverage.

But with change comes collateral damage. According to multiple sources, as many as 220 staff members will be laid off by the end of the year. While ITV insists that their biggest stars are safe, the backstage employees — the ones who make the magic happen — are the most vulnerable.

“There are people here just to put headphones on guests,” one source said. “All of that is going away. Everything’s being streamlined.”

Loose Women, which last year celebrated its 25th anniversary, also faces cuts. Pictured from left to right on the programme: Christine Lampard, Coleen Nolan, Sherrie Hewson, Andrea McLean, Janet Street-Porter and Brenda Edwards

This latest upheaval is the latest in a series of image problems for ITV. Since the cancellation of The Jeremy Kyle Show in 2019 following the death of a participant, the network’s daytime reputation has struggled to recover. More recently, the network was rocked by the scandal surrounding Phillip Schofield, who admitted to an affair with a much younger male colleague. These crises have eroded viewer trust and put additional pressure on execs to clean house.

“Had they handled these crises better, maybe we wouldn’t be here,” one source reflected. “But as usual, the people at the top come out just fine.”

With sweeping layoffs, axed airtime, and growing tensions behind closed doors, ITV is facing its most significant daytime overhaul in decades. And while Susanna Reid may be the network’s rising star, the fate of many others — from presenters to producers — hangs in the balance.