Daytime programming on ITV is reportedly facing a substantial schedule shake-up as the network prepares to broadcast the 2027 Rugby World Cup. The tournament, scheduled to run from October 1 to November 13, 2027, will be held in Australia. Due to the significant time difference, live matches are expected to air between 4 a.m. and 10 a.m. GMT.
This scheduling presents a potential conflict for ITV's flagship daytime shows, including 'This Morning', 'Loose Women', and 'Good Morning Britain'. Sources suggest these programs could be preempted to accommodate the rugby coverage. The move has reportedly caused concern among staff, with fears that pulling shows off-air could lead to a permanent loss of viewers to rival broadcasters such as BBC Breakfast and Morning Live. "The worry is that even one day of people switching over to BBC Breakfast and Morning Live will mean another viewer switching over permanently," a source told The Sun. "This Morning and Good Morning Britain have lost millions of viewers already – they can't afford to lose any more."
In recent times, ITV's daytime productions have already experienced program cuts and adjustments. 'Loose Women' previously removed its live studio audience, and 'Lorraine' was reduced to 30-minute episodes with staff reductions. Further operational changes have impacted 'Good Morning Britain', with its crew now sharing backstage resources, including hair and makeup artists, with ITV News. Previously, all three shows operated from the larger Television Centre in White City. The current, smaller base in London's Covent Garden has reportedly led to a more chaotic backstage environment, with limited dressing room space and a need for multiple sets to be fitted into a single area.
ITV has been contacted for comment. The acquisition of the Rugby World Cup rights marks a significant investment for the channel, though its impact on existing daytime schedules remains a point of concern for those involved with the affected programs.
