ITV Rebrands Daytime As Competition Hots Up

ITV has unveiled a new line up for its daytime schedule, dubbing the programme strand ITV Day, in order to combat increasing competition from rivals such as Five.

The broadcaster has also confirmed that the newly acquired Jerry Springer chat show will be aired at 9:25am, competing directly with former ITV1 host Trisha Goddard on Five (see ITV Signs Springer To Fill Trisha’s Daytime Slot).

Amongst the new daytime offerings on ITV are Mum’s on Strike, attempting to leave families in the unwitting hands of dads while mum is taken to a health spa and given a break from childcare and housework; and the return of popular afternoon discussion show, Loose Women.

ITV will also air The People’s Court, a new “personal resolution” show with two plaintives contesting a real life issue. Amongst the heavyweight topics to be discussed on the show are: “You are a noisy neighbour” and “Your hedge blocks out all my light” with participants arguing their case in front of a judge and jury.

Daytime stalwarts This Morning and The Paul O’Grady Show will remain on air as part of ITV Day, which launches on 11 April with a distinctive on-screen look designed to visually express that “ITV Day feels like a special place to be”.

The ITV Day strand will run from 9.25am to 3.30pm and again from 5.00pm to 6.00pm Monday to Friday, with an hour of News scheduled between 12.30-13.30.

The latest move follows increased pressure from rival broadcaster, Five. The channel recently reshuffled its daytime line up, giving former ITV host Trisha Godard her own morning show in direct competition with ITV’s Jerry Springer (see Five Moves Trisha To Compete In Chatshow Showdown). ITV: 020 7843 8000 www.itv.com

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