ITV cuts reshape daytime lineup as Loose Women goes seasonal

ITV is restructuring its daytime schedule amid cost-cutting measures, slashing Loose Women to a seasonal 30-week slot and shortening Lorraine's airtime as part of a wider drive to trim costs. The plan consolidates production for Loose Women, This Morning and Lorraine behind a single team and moves the three shows into a shared studio in London’s Covent Garden, specifically the basement of The H Club Studio, in January. The studio audience for the shows will also be axed as part of the changes.

Linda Robson, who has been a panel member since 2003, said, “everyone is worried about the changes,” but she will try to stay positive and has suggested she and fellow panellist Lesley Joseph could collaborate on other projects. The 67-year-old also described herself as a “loose tongued” Loose Woman, joking that she is “saved as baggy mouth on the group chat.” The looming changes come as ITV signals a broader shift in how daytime is produced and presented, with audiences moved out of studio settings and into a shared production environment.

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Sherrie Hewson, a former Loose Women panellist, has described the moves as “cruel,” arguing the show has functioned as a lifeline for viewers. Lorraine’s program is also affected, with its running time reduced to 30 minutes from an hour as part of the same shakeup.

The changes extend beyond airtime. ITV intends to produce almost 900 hours of live daily programming a year from the new studio, which will boast a 360-degree set and LED walls to project different backdrops for the three shows. The shift is paired with a move of all three programs to a basement studio at The H Club Studio in Covent Garden, underscoring a broader consolidation of production.

Behind the scenes, departures have already begun. Long-serving Loose Women producer Jordan Rowley was axed, sharing a series of photos with the panelists as a parting reflection on his time at ITV. Colleagues including Ruth Langsford, Coleen Nolan and Nadia Sawalha paid tribute on social media. In a related change, Lorraine’s long-time editor Victoria Kennedy announced she would be leaving her role at the end of the month after more than eight years in post. These personnel shifts accompany the broader production realignment as ITV moves to a single technical footprint for the three daytime shows.

The January relocation will reposition Loose Women, This Morning and Lorraine within a unified studio and production team, interweaving their schedules and resources in a bid to streamline operations and reduce costs. While the on-air format and lineups will be adjusted, ITV has indicated the changes are intended to preserve audience access to the daytime programs during a period of belt-tightening for the broadcaster. The reshuffle reflects ITV’s ongoing effort to recalibrate its daytime portfolio in the face of shifting viewer habits and advertising dynamics, while attempting to preserve the recognizable brands and personalities that anchor the shows.