They certainly wouldn't bring the name back. Tarnished beyond repair by the phone vote scandals that showed the contempt the management of the time had for the audience, seeing them as premium-rate phone-calling cash-cows... And whilst the phone competitions continue - that whiff still remains.
If the whiff still remains, then I doubt it has made a difference whether it's called GMTV or not.
That said I agree they wouldn't bring back the name - nobody likes to be seen going backwards.
They brought back Daybreak and Good Morning Britain after around 20 years off air, so they could do the same with GMTV one day.
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 (aside from the odd arguable exception, such as SM:TV Live).
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.
That's one of the less valid reasons for not bringing it back. GMTV was an established brand in that slot and as far as most viewers are concerned, it was a programme rather than a broadcaster in its own right. As you state it isn't the first programme on television with "TV" in the title, and I fail to see how GMTV is any different from SM:TV.
I don't think the "TV" in the name had anything to do it, and if they didn't want "TV" in the names of programmes, they wouldn't have things like "ITV News Channel TV".