Lorraine

ITV announces new live morning schedule

Piers Morgan and Susana Reid (Credit: ITV)

From the 6th January the morning line-up will see Good Morning Britain be extended by half an hour from 6am until 9am, bringing viewers a mix of breaking news, the latest showbiz stories and exclusive interviews every week day.

Lorraine will then be on from 9am to 10am, before This Morning starts – 30 minutes earlier – from 10am to 12:30pm.

Loose Women will then air from 12:30pm to 1:30pm, ending seven and half hours of live TV all filmed at the Television Centre in White City.

The rise and rise of daytime TV

This Morning's 30th anniversary episode saw the show's biggest audience for nine years (Credit: ITV)

Daytime TV has long been the butt of comedians’ jokes. In an episode of Mock the Week last year, Hugh Dennis pretended to be a weary daytime announcer: “Well, because they’re all the same, and I can’t be bothered to announce them all, here’s Flog Dickinson’s Antiques Sun Hammer Pointless Breakout in the Country… finishes at 5pm.”