ITV Breakfast

ITV Breakfast is the legal name for the ITV breakfast television licensee which broadcasts from 06.00 to 09.25 and is currently wholly owned subsidiary of ITV plc since November 2009. Originally the license was owned by TVAM, but lost out to GMTV in 1991 franchise round. GMTV had 5 owners but by 2009 ITV become the only shareholder.

In 2010 the GMTV brand was replaced with Daybreak. Unfortunately Daybreak failed to light the heather on fire and was subsequently axed itself, and replaced with the current programme, Good Morning Britain. Although since 1996 Lorraine Kelly has managed to retain her lifestyle programme which is broadcast from 08.30 – 09.25 despite all the upheavals.