ITV has said that GMTV will be rebranded as ITV Daybreak.

The brand will launch in September with Adrian Chiles and Christine Bleakley as lead presenters, bringing to an end 17 and a half years of the GMTV name. The GMTV brand will also no longer exist off-air with the company being renamed ITV Breakfast.

ITV bought Disney's stake in GMTV last year, giving it full control. ITV embarked on a full review of the operation, which has been loosing viewers to BBC Breakfast. ITV signed Adrian Chiles to replace the current GMTV presenting team who, apart from Lorrain Kelly will all have left before the relaunch. Lorrain will stay to host a new-look programme which will be broadcast between 9am and 9.25am.

Alison Sharman, head of ITV factual, daytime and GMTV, said: "Since acquiring GMTV we have carried out a thorough review and set out to transform and significantly invest in a business that had been lagging behind its competitors in recent years," said Alison Sharman, director of factual, daytime and GMTV. "Change, both on and off screen, is an essentialpart in our bid to recalim the top breakfast show spot."

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Mark Calvert   | 11-08-2010 08:19:45 Why is it when a television station decides to make the decision to remove a well known established programe like GMTV the public are not asked their opinion. We have forced on us the presenters from hell. If we wanted to watch them then we would have turned to the BBC . Its not the presenters at GMTV as each and everyone of them have made the show what it is today. . I for one along with many other people will not be watching the new show as I cant stand your choice of presenters. Maybe you should let the public choose who they see in the morning then that way more people would watch who they wanted to see .

elaine  - gmtv   | 04-09-2010 01:07:38 I for one think it's about GMTV disapeared for the better.BBC news is far more rewarding to watch,and much more intelligent in their way of going about informing information to the watching public.But i cannot in the life of me understand why they are keeping Lorraine Kelly,i for one turned off when she came on with her non-comprehensive scottish accent,which will only last a couple of months before she is gone them i might turn back,Ho no then i will have to endure the irish accent,no i think i will stay with BBC,much more class and better presenters,as for the out of work presenters on GMTV let them make adverts.

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