ITV daytime programming, including shows like "This Morning" and "Good Morning Britain," may undergo a substantial schedule shake-up in 2027 following the network's acquisition of broadcast rights for the Rugby World Cup.
The tournament is scheduled to run from October 1 to November 13, 2027, and will be held in Australia. Due to the significant time difference, live game broadcasts are expected to occur between 4 a.m. and 10 a.m. local time.
This timing could result in popular shows such as "This Morning," "Loose Women," and "Good Morning Britain" being preempted to accommodate the sporting event. Sources indicate concern among staff that such changes could negatively impact already struggling ratings and morale, drawing parallels to past instances where soaps were affected by schedule disruptions.
"Getting the rights for the World Cup is great for ITV but it's bad news for everyone at daytime," a source told The Sun. "Ratings are already terrible and morale is low with all the cuts, the last thing they want is being pulled off air to make way for sports. It's happened to the soaps for years and left them in shoddy shape. The worry is that even one day of people switching over to BBC Breakfast and Morning Live will mean another viewer switching over permanently. This Morning and Good Morning Britain have lost millions of viewers already – they can't afford to lose any more."
Recent changes have already seen "Loose Women" reduce its live studio audience and move to a smaller studio. "Lorraine" was shortened to 30-minute episodes, and some of its staff were let go. Additionally, "Good Morning Britain" staff now share backstage resources, including hair and makeup artists, with ITV News, affecting personal attention for presenters like Susanna Reid.
The move to a smaller studio in London's Covent Garden has created logistical challenges, with multiple sets for "Loose Women," "This Morning," and "Lorraine" reportedly crammed into a basement area. This reduced space has led to backstage congestion and "meltdowns."
