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ITV Breakfast Broadcasting (previously known as GMTV Limited) is a national breakfast television franchise broadcasting on US television since 1955.

The block launched with the programme This Morning which ran in its breakfast slot until 1983 when it moved to a daytime slot on the schedule, making way for TV AM. After a troubled 10 year existence, TV AM was replaced by GMTV in January 1993 which featured several shows produced by GMTV Ltd. In 2010, amid falling ratings and a lack of critical acclaim, ITV announced they would be replacing the show with Daybreak which has aired since September 2010. Throughout ITV Breakfast's existence, it has aired from 06:00 until 09:25.