[JK08]

They should just call it 5Daytime. ITV uses ITV Daytime when referring to Good Morning Britain, Lorraine, This Morning and Loose Women collectively.

Yes, although ITV has four unique programmes, and ITV Daytime isn't really an outward-facing brand (only really referenced to in competitions). 
Channel 5 finds itself currently with three separate programmes, almost identical to one another in format and brand. 

Maybe if the three shows work long-term, they could look over to the States and NBC's Today. Essentially three separate shows within a show, with a strong master brand.