This Morning

AFAIK itv Daytime is the little part of ITV Studios that commission the following:

The Jeremy Kyle Show (ITV Studios, Salford)
This Morning (ITV Studios, London)
Loose Women (ITV Studios, London)
Judge Rinder (ITV Studios, Salford)
Tipping Point (Fizz/RDF Maidstone)
The Chase (Potato, London)

I believe GMB and Lorraine come under the ITV Daytime banner too, even if the franchise holder is ITV Breakfast Ltd.

Good point. I forgot about those. I notice that the large value competitions are now listed as being "pooled across ITV daytime programming including Good Morning Britain, Lorraine, This Morning and Loose Women".

I recall the ITV Daytime promo in the hot air balloon featured GMB presenters as well as JK, Phil and Holly and Judge Rinder.

The breakfast graphics team merged with the other gfx team (can't remember their name!) a while back. The head of Breakfast GFX then became the Deputy Head of Daytime GFX.

It's not exactly a little part of ITV. They do commission a lot of programmes across the year for the afternoon slots and it's a fairly big team.

And has grown share in the afternoons. Judge Rinder was an instant hit, which led them to invest in the 1400 slot along with Jeremy Kyle's Emergency Room.

There are some decent performers in there, even if they don't beat BBC One, Jeremy Kyle and This Morning have a targeted audience who keep watching and Tipping Point is decent daytime fare.

What are the ratings like? Do more people acctually watch Fake Britain ect than This Morning?

I'd rather watch ITV Daytime anyday rather than the back to back auction related programming from the BBC

I don't have the comparisons off by hand, but for example Bargain Hunt beats TM in the 15 min slots they're against each other. I believe the other BBC1 shows beat Jeremy Kyle despite JK getting around 1.2m and This Morning. TM may be the flagship ITV Daytime show, but it's not beating the Beeb, not that it has to as long as the demographic matches the advertisers.

If you're right, which I'm assuming you are, I wonder why GMB's ratings compared to Breakfast tends to be such a hot topic for many.

I don't think I've ever heard anyone discuss JK's or TM's ratings in comparison before.

I understand ratings are big thing for those behind shows because of what they say about the performance of the programme, it just interests me that GMB seems to get a lot of scrutiny based on its ratings (when compared with the BBC).

On this topic however, I would've presumed TM to do better than the BBC's equivalent at the time so I'm surprised it doesn't.

I think it comes down to demographics, BBC One's shows in the morning attract those who are likely to be retired and likely to stick with the middle of the road output, where as TM attracts young women, housewives and students. TM does skew older on Friday when Eamonn and Ruth present though.

As for GMB, I think the scrutiny is down to the fact that ITV used to do so well in this slot with TV-AM and GMTV, but Breakfast found the middle ground and the viewers went with them, along with the fact GMTV made a major clanger with the competition scandal, which led to the Daybreak/GMB situation. However Lorraine is a strong performer for ITV.