An ITV star has provided an exclusive glimpse into the dramatic transformation of the Good Morning Britain set, releasing a behind-the-scenes video that reveals the intricate process behind the studio's relocation. This revelation comes amid significant daytime budget cuts that have reshaped ITV's morning programming landscape.
Studio Relocation and Schedule Changes
At the beginning of 2026, substantial changes swept through ITV's morning schedule, accompanied by major studio relocations for the channel's flagship daytime shows. Good Morning Britain has permanently moved to Studio 1 at ITN's London headquarters, marking a departure from its previous home at Studio TC3 in Television Centre, west London, where it had been filmed since 2018.
The show's broadcasting hours have also been adjusted, now airing from 6am to 9:30am, followed by Lorraine which has been reduced to just half an hour of airtime. These changes reflect broader restructuring within ITV's daytime programming division.
Behind-the-Scenes Transformation
Chris Ship, the 41-year-old ITV News Royal Editor, took to social media platform X to share an extraordinary behind-the-scenes video with viewers. The footage demonstrates how a dedicated team constructed a completely new studio set for both Good Morning Britain and ITV News in under two months.
Ship captioned his post: 'Worth a watch: This was how some very talented folk at @itn headquarters built a brand new set for @GMB and @itvnews in under 2 months — dismantling the old studio as they did it, without missing a single bulletin on ITV. Now, we happily share the same space.'
The video showcases the remarkable engineering and logistical coordination required to dismantle the previous studio while simultaneously constructing the new set, all without disrupting the regular broadcasting schedule.
Viewer Reactions and Criticism
The revelation prompted immediate reactions from viewers, with many expressing mixed feelings about the new studio configuration. One commenter observed: 'It definitely feels smaller and that is shown on screen.' Another questioned: 'How does it feel being in a ‘real’ studio versus a green screen? It must be softer on the eyes.'
Some responses reflected nostalgia for the previous arrangements, with one viewer noting: 'Thanks for posting this, Chris. It’s awesome. That being said, it’s sad that ITV Daytime has had to move from TVC. I know that some shows are still coming out of there, but I really hope TVC has a future.'
Others offered praise for the technical achievement, commenting: 'And no more green screen. A superb real set. Well done everyone involved!' and 'Absolutely phenomenal.'
Broader ITV Daytime Restructuring
This transformation forms part of a comprehensive shake-up across ITV's daytime programming. The morning news show has transitioned from ITV's Television Centre to the ITN headquarters in central London, while other popular programmes including This Morning, Lorraine and Loose Women now film at The H Club in Covent Garden.
The changes come alongside significant budget reductions that have resulted in 220 job losses and a reshuffling of presenting talent. Regular GMB contributors such as Charlotte Hawkins are now presenting other programmes including ITV News bulletins, while weather presenter Laura Tobin has returned to screen appearances.
Presenter Responses to Criticism
Susanna Reid has directly addressed criticism from viewers regarding the new Good Morning Britain studio, particularly comments about the space appearing 'cramped' following the programme's debut in its new location. The television presenter, who returned alongside Ed Balls after the Christmas period, responded to viewer observations that she appeared closer to guests than in previous studio configurations.
Reid took to social media to counter the criticism, writing: 'New studio = big headlines! More than happy to be closer to our brilliant guests…'
Despite her positive response, viewers continued to share their reservations, with one commenting: 'Not loving it, sorry. Looks too cramped and uncomfortable...' Another added: 'Sorry, but not a fan. It looks really small and cramped and the London skyline behind where you sit looks like a very bad print.'
Production Efficiency Measures
The studio transformation reflects broader efficiency measures across ITV's production operations. An insider revealed that even basic amenities have been affected, with staff reportedly informed that toasters would not be provided in the new workspace due to health and safety concerns regarding the basement kitchen's ventilation.
Meanwhile, Lorraine, This Morning and Loose Women have relocated to the basement studio of London's The H Club Studio, a former private members' club in Covent Garden. The new facility will produce almost 900 hours of live daily programming annually, featuring a 360-degree set with LED walls to project backgrounds for different shows.
Instead of maintaining separate production spaces, the three series – which air consecutively on weekdays on ITV – will utilise a single gallery with a rapid turnaround plan between broadcasts.
Channel 5 Parallels
The restructuring at ITV mirrors similar developments at Channel 5, where viewers recently expressed shock at what they perceived as 'cheap' television production methods. ITN, which produces Channel 5's daytime programming and has now taken over Good Morning Britain production, shared a behind-the-scenes video demonstrating how multiple shows are created within the same studio space.
The footage showed teams moving large wooden structures painted and decorated like walls to create different backgrounds for back-to-back programmes including debate show Jeremy Vine, news programme Storm & Alexis, and chat show Vanessa – all within identical studio confines.
This approach prompted strong reactions from viewers, with one commenting: 'This really is making TV on the cheap. This isn't good public service broadcasting from Channel 5. It's all based in London rehashing the same inflammable talking points over and over again.'
Others defended the production methods, with one viewer noting: 'Doesn't make TV look cheap at all. All TV channels these days are the same when it comes to spending money. When watching TV would you know that it's in the same studio? No.... you wouldn't.'
Another added pragmatically: 'That is the only way TV will be able to operate moving forward the days of having lots of studios is long gone.'
