Because the name "GMTV" ends with "TV", it sounds like the name of an entirely separate channel/broadcaster (as opposed to merely "a programme on ITV" as such). Which, of course, is exactly what GMTV originally was.
Once ITV plc fully took over that company, it did finally become "merely a programme" as opposed to a "channel" in its own right. Therefore, it is logical that ITV plc would have at least wanted to do away with the "channel"-sounding programme name, to (A) emphasise the fact that it was no longer a separate entity, and (B) because individual programmes (on any broadcaster's network) don't generally have names that make them sound like whole channels.
Yes, we had "SM:TV Live" at one stage. But, as that was always a programme made for the post-09:25 regional franchisees' airtime, there wasn't the same "point-to-make" type of situation that there would later be with the takeover of GMTV Ltd. Therefore, playing with the novelty of a slightly "channel"-sounding programme name was rather different circumstances in SM:TV's case.
I therefore suspect that at least the
would have always been changed circa 2010, even if they'd changed literally nothing else at all (e.g. the format, content, presenters, set, titles, theme tune etc). Imagine the last ever GMTV logo (the orangey rectangle-with-rounded-corners) amended to have "Daybreak" (or whatever) written in it instead, for example.
We may find that the programme perpetually reverts to being essentially GMTV
, but the actual "GMTV" name is about as likely to make a return as e.g. "HTV", "LWT", Elvis Presley, or Lord Lucan.
Last edited by Alex Plain-Later on 19 March 2016 6:05pm
I is well eloquent, innit.