ITV Takes Full Ownership of GMTV

I suppose we'll just end up with CITV on Saturday and Sunday mornings.

Realistically though, would anyone really expect ITV to mess with the 'GMTV' name during the week? As has been discussed before, its such a recognised brand and most people regard it as an ITV programme anyway.

I can envisage something like this happening, and I always expected ITN to have some part in an ITV-branded breakfast programme - but I'm not going to jump the gun. As already said, GMTV is such a recognised brand that it could be seen as too radical to get rid of it completely. And anyway most people think it's an ITV programme.

lol, No, remember ITV 50, the plan is to make the viewer think ITV plc. has been around since 1955, they'd never get away with it.

I highly doubt they'll ditch the GMTV brand, I just think it will become a TV show like This Morning rather than a channel which most people think it is. In terms of on screen changes, I'd be shocked if we seen anything other than GMTV as we know it.

It's an investment. The press release clearly implies that ITV will use the breakfast show as a vehicle to promote the entire daytime schedule, thus hopefully generating more viewers for those shows. ITV will also get all the revenue from the adverts and competitions. They should get their £22m back within a relatively short period of time.

Well then the only people to be effect by this deal are kids, because that is where most of the kids show come from.

of course there could still contact the weekend content out to disney? or even still buy in the show?

Also how can you cut cost? its made in Kent house, I dare say uses the same tech as other ITV shows,

The thing is, it means ITV now have control over who does the Regional news. Which means we will end up with the smaller companies being replaced by ITV Bulletins.

Or Contract out?

They already promote ITV schedules in GMTV - how are they going to increase that further than it is?

If they're planning on peppering trails for ITV1 shows in the commercial spots, they'll be losing revenue from legitimate advertisers.

Don't expect this £22M to be recouped "in a relatively short period".

If that were true, Disney wouldn't have sold their share.

The This Morning studio would double-up as a great breakfast TV studio.

No, ITV will engineer it their way. I doubt they'll contract out.

And recouping it from the additional viewers later on in the schedule.

This means they can also promote the ITV1 brand to viewers who watch GMTV before they go to work, meaning the ITV brand will be embedded in their mind all day and they may be more likely to watch ITV1 when they get home. If that makes sense. Of course I have no foundation for this theory whatsoever, so please don't ask.


I don't know the ins and outs but could Disney even refuse the offer?

Time will tell how this all pans out.