[Studio7]

I wouldn't be surprised if ITV bin This Morning and Lorraine and just have GMB on all morning but with different hosts à la NBC and ABC in the states. The 3 brands have so much overlap now anyway. There's barely any difference apart from phone-ins and cookery.

You’d be surprised, also, at how many people get GMB and This Morning mixed up. The brands are too similar and I think ITV could do with making the whole thing more cohesive. 

In what is not at all a fantasy schedule, i would keep GMB as is from 6-9. Lorraine could stay if she must (or maybe call it GMB with Lorraine) and then from 10-12.30, let’s have ‘GMB Extra’ (which would essentially be This Morning in all but name). Loose Women then stays at 12.30. (In an ideal world I’d like the news to move back to 12.30, but suspect ITV would be much less keen)