ITV’s flagship daytime programmes Lorraine, This Morning and Loose Women will move into a shared studio at The H Club, a private members’ club in Covent Garden, in January as the broadcaster consolidates production amid wider budget cuts.
The shows will be produced on a single 360-degree set equipped with LED walls across two floors, with one gallery and a planned quick turnaround between programmes. ITV said the new arrangement will allow the network to produce almost 900 hours of live daytime programming a year at the site and that the space will be available to other ITV productions outside the daytime schedule.
Emma Gormley, managing director at ITV Studios Daytime, said the move is part of an effort to modernise production and operate more efficiently. "This move to The H Club studio offers state of the art technology that we can use across our programmes to create shows that are distinctive — with a look and feel that are familiar to and loved by our viewers," she said, adding thanks to daytime teams "for their dedication and skill in producing high-quality, compelling live shows every day throughout this period."
The relocation is one element of a broader schedule shake-up in which the three series will be produced by a single team. Earlier announcements said Lorraine will be reduced from one hour to 30 minutes and, like Loose Women, will run for 30 weeks of the year. Good Morning Britain will extend by half an hour, a move that ITV said created space for the altered Lorraine slot.
ITV executives have framed the changes as a response to shifting viewing habits and commercial pressures. The company has pointed to audiences increasingly turning to streaming services and said consolidation is necessary to remain profitable while keeping long-running shows on air.
The cuts have prompted criticism from some former and current contributors. Actress and former Loose Women panellist Sherrie Hewson described the reductions as "cruel," telling The Sun that the programme serves as a lifeline for older and vulnerable viewers, including people with dementia, and called the decision "sad". She said watching Loose Women can feel like "being part of a conversation" for some viewers and that reducing episodes may remove an important source of connection.
Reports of internal disquiet have also surfaced. According to The Sun, some Loose Women panellists were said to be upset after This Morning avoided equivalent cutbacks, with concerns raised about livelihoods and the perceived treatment of the different programmes. ITV did not immediately comment on those reports beyond confirming the planned studio move and the schedule changes already announced.
ITV has faced a year of cost-saving measures across its operations. Management has sought to balance preserving flagship brands with reducing expenditure, prompting a reappraisal of studio use, staffing and programme runs. The shared studio model at The H Club is intended to deliver production efficiencies by centralising gallery operations and utilising LED set technology to create distinct looks for consecutive broadcasts without the need for separate physical studios.
The move is scheduled for January. ITV said it will continue to evaluate production arrangements as viewing patterns evolve and as it implements the broader schedule changes announced earlier in the year.