ITV Daytime staples Lorraine, Loose Women, and This Morning will move to a ‘private members’ club’ as they prepare to broadcast from a new space amid ITV budget cuts

Loose Women, Lorraine and This Morning are set to share studio space at a private members’ club in London(Image: Ken McKay/ITV/Shutterstock)

Loose Women, Lorraine and This Morning are set to share studio space at a private members’ club in London. The ITV Daytime brands are currently broadcast from Television Centre in White City, London, an entity owned by the BBC, but will be relocating after the network announced a plethora of changes amid budget cuts.

Earlier this year, it was revealed that Lorraine will only be aired for 30 weeks of the year as of 2026, and will lose half an hour of its slot to Good Morning Britain, which will run from 6am to 10am. This Morning will remain in its 10am-12.30pm slot on weekdays throughout the year, while Loose Women will be in the 12.30-1.30pm slot for a seasonal basis of 30 weeks too.

Now, it’s been revealed that ITV have managed to secure The H Club in Covent Garden to broadcast the morning programming, and bosses have teased that the move will allow them to brace ‘state of the art technology ‘ going forward.

Loose Women will share a studio space with This Morning and Lorraine(Image: Ken McKay/ITV/Shutterstock)

Managing Director at ITV Studios Daytime, Emma Gormley, said: “As we work towards more cutting-edge and efficient ways to produce Daytime shows in 2026.

“This move to The H Club studio offers state-of-the-art technology that we can use across our programmes to create shows that are distinctive, with a look and feel that are familiar to and loved by our viewers.

‘In a time of transformation for the entire industry, I want to thank all our Daytime teams for their dedication and skill in producing high-quality, compelling live shows every day throughout this period.” It all comes as ITV attempts to shave £15 million from its budget, and it was also revealed that its soaps Coronation Street and Emmerdale will be slashing cast members to save money.

When Loose Women was first broadcast in 1999, it featured Kaye Adams, former EastEnders star Nadia Sawalha, and Jane Moore, all of whom are still on the panel today, alongside Baroness Karren Brady, and came from Epic Studios in Norwich. It moved to Manchester in 2002 when it was temporarily rebranded as Live Talk before settling at The London Studios on the South Bank until 2018. It was previously reported that the new “broom cupboard” studio will be a third of the size of their old one, and it has left the presenters hugely disappointed

Just days ago, former Benidorm star Sherrie Hewson, who appeared on the Loose Women panel for several years, hit out at the cuts as she slammed the reduction of episodes as ‘cruel’, especially when the older audience are brought into consideration.

This Morning will also be making the move(Image: Ken McKay/ITV/Shutterstock)

She told the Sun : “For women of all ages, those up to 95 down to younger women at home with young children, it’s like therapy to them.” Sherrie added that it “feels cruel and sad” that the broadcaster is cutting episodes of Loose Women, which she said can “bring anger and emotions. ”

Sherrie said that TV should be “an aid to joy,” before adding that Loose Women gives people the opportunity to “join in”. She suggested that “a lot of people” will miss the show during the weeks that it won’t be on next year.

She said in the interview: “I know that there are budget cuts, I know that they have constraints.” She, however, described it as “such a shame” that Loose Women and Lorraine are “being affected by this”.

It’s reported that Sherrie volunteers in nursing homes and told the outlet that Loose Women is “so important” to dementia patients living in the homes. She said that it “keeps them alive.” She added that they feel that they are “interacting” and that she watches with them.

Kevin Lygo, Managing Director of ITV’s Media and Entertainment Division, announced the big changes in May, and insisted that they will allow the company to ‘deliver’ to the audience whilst also investing in other genres.

He said: “Daytime is a really important part of what we do, and these scheduling and production changes will enable us to continue to deliver a schedule providing viewers with the news, debate and discussion they love from the presenters they know and trust as well generating savings which will allow us to reinvest across the programme budget in other genres.

“These changes also allow us to consolidate our news operations and expand our national, international and regional news output and to build upon our proud history of trusted journalism at a time when our viewers need accurate, unbiased news coverage more than ever.

“I recognise that our plans will have an impact on staff off-screen in our Daytime production teams.” He added: “We will work with ITV Studios and ITN as they manage these changes to produce the shows differently from next year, and support them through this transition.

“Daytime has been a core element of ITV’s schedule for over 40 years and these changes will set ITV up to continue to bring viewers award-winning news, views and discussion as we enter our eighth decade.”