ITV’s Daytime Drama: Lorraine and Loose Women Cut for Half the Year Amid Fan Fury

On May 20, 2025, ITV dropped a bombshell that has left daytime television fans reeling: Lorraine and Loose Women, two of the network’s most cherished programs, will be axed from the schedule for nearly half the year starting January 2026. The decision, part of a sweeping cost-cutting initiative, also sees Lorraine’s runtime slashed to 30 minutes and over 220 jobs cut across ITV’s daytime lineup. Citing the need to redirect resources to drama, sports, and reality programming, ITV’s announcement has ignited a firestorm of backlash from viewers who feel betrayed by the loss of their daily staples. Here, we explore the reasons behind this unprecedented shake-up, the impact on presenters like Lorraine Kelly, and the passionate fan response that’s shaking the airwaves.

The Shock Announcement: A New Daytime Reality

The changes were revealed during an emergency staff meeting led by ITV Daytime boss Emma Gormley, sending shockwaves through the industry. From January 2026, Lorraine, hosted by the beloved Lorraine Kelly, will air for only 30 weeks annually, reduced from its near-year-round schedule, and its runtime will shrink from 9:00–10:00 am to a brisk 9:30–10:00 am. Loose Women, the lively panel show featuring stars like Coleen Nolan and Ruth Langsford, will also adopt a 30-week seasonal schedule, maintaining its 12:30–1:30 pm slot but losing 22 weeks of airtime. Meanwhile, Good Morning Britain (GMB) will extend its run to 9:30 am year-round, and to 10:00 am during the weeks Lorraine is off air, while This Morning remains untouched in its 10:00 am–12:30 pm slot.

ITV’s rationale centers on financial necessity. Facing declining advertising revenue and rising production costs, the network aims to save £30 million in 2025, redirecting funds to high-impact genres like drama and sports. The success of shows like Mr Bates vs The Post Office and upcoming coverage of the 2026 World Cup has fueled this shift, with ITV prioritizing content that can compete in a streaming-dominated market. Kevin Lygo, ITV’s Managing Director of Media and Entertainment, explained that the changes align with the seasonal patterns of lead presenters and will preserve the “news, debate, and discussion” viewers love while generating savings for reinvestment. Yet, the scale of the cuts—particularly the loss of nearly half of ITV Daytime’s 450 staff—has cast a shadow over this promise.

Why the Cuts? A Perfect Storm of Challenges

The decision reflects broader pressures facing UK broadcasters. The television industry is grappling with a fragmented audience, as streaming platforms like Netflix and Amazon Prime draw viewers away from traditional linear TV. Daytime shows, which rely heavily on advertising, have been hit hard by a downturn in ad spend, exacerbated by economic uncertainty. ITV’s daytime programs, while popular, are costly to produce due to their live nature and large production teams. By consolidating resources—merging the production teams of Lorraine, This Morning, and Loose Women into a single unit and moving GMB to ITN’s news division—ITV aims to streamline operations and cut overheads.

The move also signals a strategic pivot toward content with global appeal. Dramas like Rivals and reality shows like Love Island, produced by ITV Studios, have proven lucrative on platforms like ITVX and international markets. In contrast, daytime chat shows, while beloved by UK audiences, have limited export potential, making them vulnerable to cuts. The decision to extend GMB, which competes directly with BBC Breakfast, reflects ITV’s focus on strengthening its news output, particularly as viewers crave trusted journalism amid global uncertainties. However, prioritizing news and drama over Lorraine and Loose Women has left fans questioning whether ITV values its loyal daytime audience.

Lorraine Kelly’s Show: The Hardest Hit

Lorraine, a fixture since 2010, faces the most drastic changes. The show’s reduction to a 30-minute format and 30-week schedule has raised concerns about its ability to deliver the in-depth interviews and lifestyle segments that define it. Lorraine Kelly, who marked 40 years in broadcasting in 2024 with a special BAFTA, will now host five days a week during the 30-week run, eliminating the need for her Friday stand-ins, Ranvir Singh and Christine Lampard. Both presenters remain part of the “ITV Daytime family,” potentially contributing to other shows, but the loss of their regular roles adds to the sense of upheaval.

Staff morale has plummeted, with insiders describing “collective devastation” at the prospect of 220 job losses. Some fear that Kelly, known for her perfectionism, might consider leaving if the show’s quality suffers. Her recent return to work after keyhole surgery in May 2025 underscored her resilience, but the cuts have reportedly left her “devastated.” Fans are equally heartbroken, with many on X expressing disbelief that a show enjoying its best viewership in four years could face such a fate. “Lorraine cut to 30 minutes? This is a travesty!” one viewer posted, echoing the sentiment of betrayal.

Loose Women: A Return to Seasonal Roots

Loose Women’s shift to a 30-week schedule marks a return to its pre-2016 seasonal format, but the loss of 22 weeks has sparked fears of a reduced presenter lineup. With a rotating panel that includes Denise Welch, Linda Robson, and Jane Moore, the show thrives on its diverse voices and topical discussions. However, the cuts could see the cast slashed by up to a third, as ITV seeks to trim costs further. Fans have taken to social media to voice their frustration, with one X user lamenting, “Loose Women is my daily escape—how can they cut it like this?”

The show’s seasonal approach aligns with the schedules of its lead presenters, but the reduction in episodes threatens its role as a platform for candid conversations on issues like mental health and women’s rights. Viewers fear that a leaner production team and fewer episodes could dilute the show’s signature spontaneity, a concern amplified by the planned merger of production teams across Lorraine, This Morning, and Loose Women.

Fan Fury: A Community in Uproar

The fan reaction has been swift and visceral. On X, posts have decried the cuts as a “massacre” of daytime TV, with viewers mourning the loss of shows that provide companionship, especially for older audiences. “Lorraine & Loose Women getting axed for half a year is unbelievable!” one user wrote, while another called the changes “a kick in the teeth” for loyal viewers. The decision to spare This Morning, hosted by Cat Deeley and Ben Shephard, has fueled accusations of favoritism, given its higher viewership but similar format to Lorraine. Fans of Kelly, a national treasure, are particularly incensed, with some urging her to “jump ship” to a rival network.

The backlash highlights the emotional connection viewers feel to these programs. Lorraine offers a comforting start to the day, with Kelly’s warmth and relatable storytelling, while Loose Women fosters a sense of community through its bold discussions. For many, the cuts feel like a betrayal of the daytime audience, particularly women and retirees who rely on these shows for entertainment and connection. The job losses have also drawn sympathy, with fans and industry voices like radio host Steve Allen highlighting the human toll of the restructuring.

The Bigger Picture: Daytime TV at a Crossroads

ITV’s shake-up reflects a broader crisis in daytime television. The genre, a staple for over 40 years, faces existential threats from changing viewer habits and budget constraints. Younger audiences increasingly turn to on-demand platforms, leaving daytime shows dependent on older demographics. ITV’s investment in ITVX and high-profile dramas suggests a shift toward content that can attract a global audience, but at the cost of alienating its core daytime viewership. The relocation of Lorraine, This Morning, and Loose Women to a new central London studio, combined with the merged production team, aims to cut costs but risks homogenizing the shows’ unique identities.

The extension of GMB and its move to ITN’s news division underscores ITV’s commitment to journalism, but the loss of 220 jobs—nearly half of ITV Daytime’s staff—has raised alarms about the sustainability of live programming. The cuts follow earlier reductions to ITV’s soaps, with Coronation Street and Emmerdale moving to a “soaps power hour” of 30-minute episodes in February 2025, signaling a pattern of belt-tightening across the network.

What’s Next for Lorraine Kelly and Loose Women?

Speculation about Lorraine Kelly’s future is rife. A PR expert suggested that the “great shock” of the cuts could prompt her to explore other opportunities, leveraging her strong brand and 40-year legacy. While ITV insists that no on-screen talent will be axed, the reduced scope of Lorraine has led some to question whether Kelly will stay. Her silence on the matter, unlike her usual openness about personal milestones like her recent surgery, adds to the uncertainty. For Loose Women, the potential reduction in its presenter lineup looms large, with fans hoping that stalwarts like Nadia Sawalha and Judi Love will remain.

ITV faces a delicate balancing act: preserving the essence of its daytime shows while adapting to a leaner budget. The network’s promise to reinvest savings into drama and sports may yield long-term gains, but the immediate backlash suggests a miscalculation of the daytime audience’s loyalty. As January 2026 approaches, viewers are bracing for a radically altered schedule, with Lorraine and Loose Women relegated to part-time status and GMB filling the gap.

A Fight for Daytime’s Soul

ITV’s decision to cut Lorraine and Loose Women for half the year is a gamble that has ignited fierce debate. For fans, it’s a loss of daily rituals that have defined mornings and lunchtimes for decades. For staff, it’s a devastating blow to livelihoods and creative passion. As the industry navigates a digital age, ITV’s cost-cutting measures highlight the precarious state of daytime TV, where financial realities clash with viewer devotion. Whether Lorraine and Loose Women can retain their magic in a condensed format remains to be seen, but for now, the fury of fans underscores the enduring power of these shows to connect, comfort, and inspire.