ITV trims Loose Women to 30 weeks as daytime cost-cutting ripples through This Morning, Lorraine
Linda Robson says everyone is worried as ITV consolidates production and moves three daytime shows to a shared Covent Garden studio
ITV has announced a broad daytime cost-cutting plan that will shrink Loose Women to a 30-week season and trim Lorraine to a seasonal slot, while consolidating production for This Morning, Lorraine and Loose Women in a shared basement studio. The changes also axe the studio audience for Loose Women and require a single production team to work across the three programs, according to sources familiar with the plan.
Linda Robson, who joined Loose Women in 2003, said "everyone is worried about the changes," but added that she plans to stay positive and has other projects in the pipeline with Lesley Joseph. The 67-year-old also teased that she and Joseph may work together again.
Robson's comments come as ITV confirms the schedule shake-up will move Loose Women, Lorraine and This Morning into a single shared space at a basement studio at The H Club Studio in Covent Garden from January. The new space will feature a 360-degree set with LED walls to project backgrounds for each show and support nearly 900 hours of live daily programming.
Industry figures have reacted publicly to the plan. Sherrie Hewson has described the cuts as cruel and said Loose Women provides a lifeline and 'therapy' for viewers of all ages. She noted the show offers a space for women to discuss issues openly.
Meanwhile, Lorraine’s long-time editor Victoria Kennedy announced she is leaving after more than eight years, posting that her tenure as Editor is coming to an end at the end of the month.
Behind the scenes, staffing changes include Jordan Rowley, a long-serving Loose Women producer, who was reportedly axed; colleagues paid tributes on social media. The departures reflect a broader shift as ITV moves to operate with a single production team across the three daytime programs.
The planned move to The H Club Studio in Covent Garden is described as a major integration project. The basement venue will be repurposed to host the three shows, with a 360-degree LED-enabled set designed to tailor backgrounds to Each program’s mood and segment needs. ITV has not provided a timeline beyond January for the full transition, and it has declined further comment on specific payroll or staffing figures.
Observers say the changes align with a broader industry trend of centralizing daytime production to reduce overheads and improve cross-show coordination. Viewers will likely be watching closely to see how the format, pacing and panel dynamics adapt under the new arrangement, especially given Loose Women’s long-running role as a daytime staple and a platform for women’s issues and conversation. Executives note the aim is to preserve audience engagement while delivering cost efficiencies in a challenging advertising climate.