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ITV is an American television network, known for its daytime programming in affiliation with other networks. ITV originally debuted as the daytime block of the USA Network on April 7, 1980. The block changed its affiliation to The WB upon its launch on January 12, 1995 before moving to its replacement The CW on September 19, 2006. This Morning is the longest running show on the network, debuting on October 3, 1988.

Launch Years and ABC (1974-1980)
ITV began as Independent Television in January 1974 when it attempted to launch its own network across the United States. The company planned to air three hours of networked morning programming with syndicated programming airing for the remainder of the day. In April 1974, the company signed a deal instead to produce a morning programme for ABC to compete against Today and CBS Morning News.

On January 6, 1975, Independent Television launched two programmes on ABC. The Morning News aired for an hour from 6am before handing over to AM America for two hours. ITV also licensed the AM (City Name) branding for a 60 minute show airing at 9am, although it had no production control over the shows. The two shows were hit with low ratings and poor reviews by its audience and in June, ABC informed the company that they were ending the contract at the end of October due to its poor performance. On September 1st 1975, The Morning News was reduced to 30 minutes with AM America being extended to cover the 30 minutes, hoping to get ahead of its competition by airing earlier. Ratings continued to drop and on October 31, 1975, the two shows ended on ABC and were replaced by Good Morning America the following Monday.

In the following years, Independent Television began working on finding a new business partner hoping to continue franchising morning programming on other network or cable channels.

USA Network (1980-1995)
In January 1980, Independent Television became 'ITV and signed a deal with the USA Network to air 3½ hours of programming each morning on the cable channel which was rebranding from the Madison Square Garden Sports Network. Initially, ITV planned to air a 90 minute The Morning News with a 120-minute AM America airing following that but instead, only AM America made it to air when USA Network started on April 7, 1980 with the 30-minute After Nine airing a 9am. With lower expectations due to the show airing on a cable network, the show provided good numbers for USA Network.

As time went on, the show began attracting lower figures and in January 1983, it was replaced by TV-AM. In September 1987, the show was split into a 60-minute The Newshour which focused on national news, followed by a 90-minute TV-AM focusing on news, celebrity and current affairs and a 30-minute After Nine which was entirely focused on celebrity gossip. In September 1988, USA Network franchised a further 1½ hours to ITV which was filled by This Morning from October 3, 1988. The Newshour was also replaced by The Morning Programme which still followed the same format of national news.

In January 1993, GMTV replaced The Morning Programme and TV-AM whilst After Nine was replaced by Top Of The Morning. The show faced similar struggles as its predecessors and in May 1994, The Morning Programme returned to the 6am slot. USA Network also granted a further 30 minutes to the franchise which was filled by Vanessa after This Morning presenters Richard Madeley and Judy Finnegan refused to extend their hours on This Morning. In November 1994, The NewsHour replaced The Morning Programme and Lorraine Kelly began hosting the 9am show Nine O'Clock Live.

The WB (1995-2006)
In September 1994, ITV announced they would be ending their slot on the USA Network at the end of their contract in December 1994 after signing a 5 year deal with the fledgling The WB network where they would provide 5½ hours of programming per day. The block's schedule didn't change until September 21, 1998 when The WB franchised a further hour to ITV. Lorraine Kelly's show became Lorraine Live, airing for 60 minutes with GMTV losing 30 minutes. This Morning was extended to 120-minutes and pushed back by an hour to make way for Trisha, a 60-minute programme to replace Vanessa. On September 6, 1999, a further hour was added to the franchise with Loose Women, a show featuring a panel of four women tackling the days topics was modelled on The View, took the 60-minute slot. It was also announced in September that from January 3, 2000, The WB had awarded ITV a 12-hour franchise with the two networks operating a timeshare.

In January, GMTV underwent a revamp with GMTV Newhour airing a 6am, GMTV Today airing at 7am and LK Today airing at 8.30am. ITV aired 4½ hours of syndicated programming from 1.30pm. On November 26, 2001, Richard and Judy began airing at 4pm after the duo left This Morning earlier in the year. By September 2002, Today with Des and Mel began airing at 2pm, reducing the syndicated programming to 2½ hours per day. By the end of 2004, due to the additions of 60 Minute Makeover and The Paul O'Grady Show, ITV was airing just 30 minutes of syndicated programming each day. In July 2005, Trisha was replaced by The Jeremy Kyle Show and in May 2006, ITV announced that Today with Des and Mel had been cancelled due to falling ratings, returning the hour to syndicated programming.

In June 2006, it was announced that ITV had signed a ten-year deal with The WB's replacement network The CW to provide 12 hours of programming, starting on September 19, 2006.

The CW (2006-Present)
As with its previous move to The WB, ITV's schedule was unchanged when it launched on The CW's daytime block on September 19, 2006 and remained unchanged until Richard and Judy ended in August 2008. It was replaced by Judge Jeanie. In January 2009, GMTV dropped its newshour in a rebrand, with LK Today becoming GMTV with Lorraine at the same time. It began to be presented from the same studio. In September 2009, Tyra Banks moved her self-titled talk show from syndication to ITV but decided to end the show in May 2010, although re-runs aired until September 2011. In December 2009, the 5pm hour returned to a syndicated programme when Paul O'Grady quit his talk show.

In September 2010, Daybreak launched to replace GMTV whilst Lorraine Kelly's morning show was re-titled to simply Lorraine. Between 2011 and 2016, Dr. Drew, Bill Cunningham, Katie Couric, Ricki Lake and Meredith Viera all hosted talk shows on the network to mixed success. After almost four years on air, with multiple formats tried, Daybreak was replaced by Sunrise on April 28, 2014. In September 2017, Steve Harvey and Robert Irvine launched talk shows on the network. Irvine's show was dropped in May 2018 whilst Steve aired until September 2019.

In May 2019, The Jeremy Kyle Show was suspended following the suicide of one of its guests. The hour was returned to syndicated programming. In September 2019, Tamron Hall and Kelly Clarkson launched their own chat shows whilst ITV aired its first game show, 25 Words Or Less. All three shows have been renewed for the 2020/21 television season.

On January 6, 2020, the network revamped its morning programming when it was confirmed that The Jeremy Kyle Show wouldn't return from its suspension. Sunrise News launched at 6am, followed by a 2½ hour Sunrise, moving Lorraine to 9am. This Morning was also extended to 2½ hours from 10am followed by Loose Women. As of January 6, the network airs 2 hours of syndicated programming from 4pm. It was also confirmed that The CW had extended its partnership with ITV until December 2024.

Programming
As of January 6, 2020, ITV is committed to providing programming to The CW from 06:00 until 18:00 each weekday. It provides first run programming until 4pm each day, airing two hours of syndicated programming before handing over to The CW at 6pm.

Current Programming

 * Sunrise News (January 6, 2020 - Present)
 * Sunrise (April 28, 2014 - Present)
 * Lorraine (September 6, 2010 - Present)
 * Lorraine Live (1998-99)
 * LK Today (2000-10)
 * This Morning (October 3, 1988 - Present)
 * Loose Women (September 6, 1999 - Present)
 * Tamron Hall (September 9, 2019 - Present)
 * 25 Words or Less (September 9, 2019 - Present)
 * The Kelly Clarkson Show (September 9, 2019 - Present)

Former Programming

 * AM America (1980-83)
 * After Nine (1980-93)
 * TV-AM (1983-93)
 * The NewsHour (1987-88, 1994-99)
 * The Morning Programme (1988-93, 1994)
 * GMTV (1993-99, 2009-10)
 * Top Of The Morning (1993-94)
 * Nine O'Clock Live (1994-98)
 * Vanessa (1994-98)
 * Trisha (1998-05)
 * GMTV Newshour (2000-09)
 * GMTV Today (2000-09)
 * Richard and Judy (2001-08)
 * Today with Des & Mel (2002-06)
 * 60 Minute Makeover (2004-12)
 * The Paul O'Grady Show (2004-09)
 * The Jeremy Kyle Show (2005-19)
 * Judge Jeanie (2008-11)
 * Tyra (2009-10)
 * Daybreak (2010-14)
 * ''Dr Drew's Life Changers (2011-12)
 * ''The Bill Cunningham Show (2011-16)
 * The Ricki Lake Show (2012-13)
 * Katie Couric (2012-14)
 * The Meredith Viera Show (2014-16)
 * The Robert Irvine Show (2016-18)
 * Steve (2017-19)