ITV Daytime reshuffle

Piers is going nowhere, he has nowhere else to go. Who else will have him?

The ITV Breakfast licence with Ofcom gives the legal broadcast time of 0600 to 0925.
https://bit.ly/35dZpBx
They’ll either:
-run an ad break in Lorraine timed to end at 0925 so STV could opt out, though they won’t.
-ask Ofcom for a licence variation

Depends how creatively inhibiting hitting the 0925 junction is.

Though I would suspect the whole Breakfast licence will be scrapped altogether upon its renewal in 2025 due to its increasing irrelevance -
Some of its key requirements could be rolled into the other main itv/stv licence(S)

There's no problem with the 9:25 boundary, the only thing they can't easily do is run a break across it.

If Lorraine runs from 9-10 then before 9:25 it'll be as part of the breakfast license, after it'll be a network programme like all the others. There might well be a change of routing it to air in Scotland at that moment but apart from that there's no reason for it to get in the way

Unless STV were petty enough to want to do a junction at 9:25, but they won't be

Programmes spanning the 9:25 boundary isn't anything new anyway, The Disney Club used to do it during the 90s.

Seems like all that'll happen is a DOG change mid-programme, and any trailers in the ad breaks after 9.25 would be STV ones instead of ITV ones.

Will there become a time when licensing rules change and STV and ITV Plc hold the licence to broadcast a full 24 hours, making the network’s breakfast programme(s) no different to any other programme (so STV can stick their watermark over it, sell their own commercials breaks during it, and even opt-out, should they wish to)? The current arrangement seems a little archaic and unnecessary, though I do understand why it exists.

Its probably not in the interests of ITV Plc to push OFCOM on that at the moment as they'd effectively be gifting the Scottish breakfast revenue to STV.

I guess there could be a permanent trade off in hours similar to what we see now for the Rugby World Cup - so either ITV Breakfast runs to 10am in the week and finishes around 8am at the weekend or, as might appeal more to STV, that ITV Breakfast ends at 9am, Lorraine than becomes an ITV/STV programme and ITV Breakfast then gains back the lost 25 minutes per day by airing through to 10.30am at the weekend.

That might be the best way. STV may decide to have a split with a "Good Morning Scotland" on "channel 3/103) with GMB available on "ITV London"

06:00 - 07:00 Judge Rinder (or similar)
07:00 - 09:30 Good Morning Britain
09:30 - 10:30 Lorraine
10:30 - 12:30 This Morning
12:30 - 13:30 Loose Women

I'd keep it fairly similar to as it is at the moment, effectively replacing the first hour of Good Morning Britain with a programme such as Judge Rinder. I'd then extend the end of Good Morning Britain for an extra hour until 09:30 so that the duration of the programme remains the same. Lorraine would then start an hour later at 09:30 (replacing a programme like Judge Rinder) that is currently shown in the same slot.

I'm not sure from a viewing figure point of view, but I've never really understood why GMB starts so early - I know I'm not a morning person, so perhaps that is a part of it but I think that a later start at 07:00 would perhaps start the show when more people are around to watch it.

I used to like the idea of having an early news bulletin at 06:00 or 06:30 but the reality is that I think that as more news goes online and this is increasingly the way most people get their news, I'm just not sure there would be enough of a market for it - particularly given GMB would start at 07:00 and if people are that desperate they can just look online.

The only part of GMB I am able to watch is the 6am-6:40am section due to the time I need to leave the house in order to start work at 8am. It's a selfish viewpoint to say that because you're not up to watch it, they should do away with it. I am never able to watch it between 8am and 8:30am but I'd never suggest they should get rid of that section of it because 'maybe it's just because I leave early, but I can't understand why GMB airs so late'. Lots of people are up and about between 6am and 7am, you can't just discount them.

Wasn't The Disney Club an STV production?

YES, and STV owned share in GMTV until 2007 ish?