Media
GMTV's Emma Crosby
The network now plans to more closely integrate GMTV's breakfast-time programming with its daytime lineup.
"GMTV is the gateway to the ITV day and a perfect fit with ITV’s existing daytime programming," said ITV chief operating officer John Cresswell. "It represents an exciting opportunity to create a highly complementary daytime schedule offering great programming from 6am to 6pm."
GMTV has held the national Channel 3 breakfast-time licence since 1993, when it outbid the incumbent TV-am for the slot. Prior to today's move, ITV owned 75% of the broadcaster.
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