ITV announced that its flagship daytime programmes Lorraine, This Morning and Loose Women will move into a shared studio at London’s private members’ club The H Club in Covent Garden in January as the broadcaster reorganises production amid budget pressures.
The move will see the three shows produced from a single gallery across two floors, featuring a 360-degree set with LED walls to project different backgrounds. ITV said the facility will deliver almost 900 hours of live daytime programming a year and will be available for other ITV productions outside the daytime schedule.
ITV Studios Daytime managing director Emma Gormley said the relocation would allow programmes to "create shows that are distinctive - with a look and feel that are familiar to and loved by our viewers." She added that the move formed part of efforts to adopt "more cutting edge and efficient ways to produce Daytime shows in 2026." "In a time of transformation for the entire industry, I want to thank all our Daytime teams for their dedication and skill in producing high-quality, compelling live shows every day throughout this period," she said.
The three series, which air back-to-back on weekdays, will be produced by a single team and will use one gallery with a quick-turnaround plan between shows rather than separate studio spaces. ITV said the new technical capabilities, including LED backgrounds, would allow each programme to maintain a distinct visual identity while sharing infrastructure.
The relocation accompanies a wider schedule reshuffle and cuts to episode counts announced earlier this year. Lorraine, presented by Lorraine Kelly, will be shortened from one hour to 30 minutes and will air for 30 weeks of the year; Loose Women will also be reduced to 30 weeks. Good Morning Britain will be extended by half an hour, measures ITV said were necessary in response to changing viewing habits and increased competition from streaming services.
ITV framed the changes as steps to keep long-running daytime titles on air while improving production efficiency and financial sustainability. The broadcaster has faced pressure to reduce costs as traditional linear viewing declines and advertising revenues shift.
The reshuffle has drawn criticism from some former and current contributors. Former Loose Women panellist Sherrie Hewson told The Sun that cutting episodes of the panel show was "cruel," arguing the programme serves as a "lifeline" for older and vulnerable viewers, including people with dementia, and can provide companionship and routine. Reports in The Sun also said some Loose Women presenters had expressed anger and concern about their livelihoods, with sources describing tensions behind the scenes over perceived favouritism toward This Morning.
ITV has previously defended its daytime strategy as necessary to adapt to the market while preserving key brands. The broadcaster has not disclosed detailed financial terms of the arrangement with The H Club or how staff roles will be reorganised under the single-team production model.
The relocation is scheduled to take effect in January, with further operational details expected to be finalised in the coming months as ITV implements its daytime production changes.