GMTV (now legally known as ITV Breakfast Limited) was the national Channel 3 breakfast television contractor, broadcasting in the United Kingdom. It became a wholly owned subsidiary of ITV plc. in November 2009. Shortly after, ITV plc announced the programme would end. The final showing of GMTV was broadcast on 3 September 2010.
GMTV transmitted daily from 6.00 am until the regional ITV franchises took over at 9.25 am. In later years, the switchover was practically seamless and the station was ‘surrounded’ in the most part by ITV Network continuity on either side of transmission. Consequently, most viewers perceived GMTV simply as a programme on ITV; however, until the complete buyout by ITV plc, it was essentially an independent broadcaster with its own news-gathering operation, sales and management teams and in-house production team. It also did its own childrens’ programmes, independent from CITV until Boohbah was cross-promoted on both sides with different versions of the credits.
When did GMTV Jump the Shark ?
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