GMTV has become a fixture at breakfast time, but no matter what the early morning show on ITV comes up with, it has still been losing out to the BBC early morning show, BBC Breakfast.
However, ITV has been making some serious decisions recently and the revamp of the old and tired GMTV is one change that the new management feels has been a long time coming.
Out goes the old format and many of the established presenters.
The only established name staying would seem to be Lorraine Kelly and in come two new presenters, Adrian Chiles and Christine Bleakley, who made the One Show on the BBC such a success.
However, more significant is the name change; GMTV will cease to exist in September, as it will be replaced by Daybreak, the show that will take on BBC Breakfast.