Several of ITV’s biggest daytime TV shows, including “Good Morning Britain,” “This Morning,” and “Loose Women,” are experiencing significant ratings declines, sparking widespread concern among the network’s top stars.
This downturn has led to fears of job cuts and contract reviews, signaling a period of uncertainty for the presenters and production teams involved.
Contracts Under Review
Sources indicate that ITV plans to review numerous high-profile contracts in the upcoming months, with the possibility of further cuts.
The rotating panel of “Loose Women” presenters is particularly at risk as the broadcaster seeks to save money and preserve backroom jobs.
A source told The Sun that the presenters’ contracts are under major review when they expire, typically in August or September, and further cuts have been warned.
Staff Concerns Over Viewer Metrics
Editors at ITV are deeply concerned about the declining ratings, prompting them to send staff daily ‘heat maps’ showing viewer numbers and highlighting which segments lost the most viewers.
This has heightened anxiety among staff, with some of the “Loose Women” panel reportedly worried about their job security, especially as new faces have been brought in with varying degrees of success.
High-Profile Presenters at Risk
Among the stars potentially affected are “Good Morning Britain’s” Adil Ray and “This Morning’s” Dermot O’Leary, both on 12-month contracts. Despite the uncertainty, O’Leary, who polls well with viewers, is expected to remain safe from cuts.
This situation follows reports that ITV’s biggest hosts, including Susanna Reid, Cat Deeley, and Ben Shephard, are facing a pay freeze as the channel engages in crisis talks to manage its financial strain.
Impact on Production Teams
Production teams and staff working on shows anchored by these big names are also feeling the pinch, with salaries reportedly frozen.
Cat Deeley and Ben Shephard took over hosting duties for “This Morning” earlier this year after the departure of Phillip Schofield and Holly Willoughby.
Despite initial high viewership, the ratings have since declined, adding to the pressure on ITV to find a solution.
Broader Implications for ITV
ITV is considering switching long-term roles within the company to three-month contracts, reflecting a broader strategy of cost-cutting and flexibility.
Additionally, the company’s big summer party, which attracts some of the biggest stars in the business, is at risk of being canceled.
The overall atmosphere at ITV has become increasingly tense as these changes trickle down from top management to the shop floor.
Crisis Meetings and Industry Comparison
The steep ratings drop prompted ITV’s daytime boss to call a series of crisis ‘Town Hall’ meetings in May to address the situation.
Staff were presented with data showing the rapid decline in ratings, contrasted with the success of streaming platforms like Netflix and Amazon Prime.
Shows such as Netflix’s “Baby Reindeer” and Amazon’s “The Grand Tour” were highlighted for their substantial viewership, underscoring the competitive pressure faced by traditional TV networks.
Future Prospects and Staff Morale
Despite the grim outlook, some staff remain hopeful that upcoming events, such as the UK elections, might help boost ratings.
An ITV spokesperson emphasized that ‘Town Hall’ meetings are a regular occurrence and provide an opportunity for staff to stay informed and have their questions answered.
The latest meeting also celebrated achievements like Lorraine Kelly receiving a BAFTA Special Recognition Award and Daytime’s BAFTA nominations.
Conclusion: A Challenging Road Ahead
As ITV navigates this challenging period, the network’s stars and staff are bracing for potential changes that could reshape the landscape of daytime television.
The focus on maintaining viewer engagement and adapting to industry shifts will be crucial in determining the future success of ITV’s daytime programming.
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