ITV Breakfast

ITV Breakfast Broadcasting Limited (previously known as GMTV Limited) is the national ITV breakfast television licensee, broadcasting in the United Kingdom. It became a wholly owned subsidiary of ITV plc in November 2009. GMTV, as an on-screen brand name, ended on 3 September 2010, with the newly-rebranded ITV Breakfast launching new weekday breakfast programmes Daybreak and Lorraine on 6 September 2010. In March 2014, it was announced Daybreak had been axed amid poor ratings. The programme was replaced on Monday 28 April 2014 by Good Morning Britain, reprising the title of a previous ITV's early-morning programme. The Lorraine segment has not been affected by the changes. At weekends, ITV Breakfast would air children's programming, a simulcast of the CITV channel, until August 2023, when kids programmes were moved to ITVX and ITV2. Daytime repeats are now broadcast during the earlier hours of the ITV Breakfast slot at weekends. The talk show Weekend was broadcast on Saturdays and Sundays at 8:30am until 2017 when it didn't return after the Christmas break. It was hosted by Aled Jones. Various other similar talk shows have aired in this slot, including Martin & Roman's Weekend Best!.