Piers Morgan took aim at ITV’s daytime schedule during an appearance on Lorraine, making barbed remarks about the show’s “savage” budget cuts.
The presenter joined Lorraine Kelly on Thursday to discuss Donald Trump and the Epstein files, but couldn’t resist a swipe at the programme as he settled onto the sofa.
As Lorraine introduced him, Morgan launched into a playful imitation of her, putting on an exaggerated high-pitched Scottish accent.
“Hello! Hello!” He said.
In response, Lorraine said: "If I ever fall over, you can just do it if you want to. Let's swap."
Piers had previously appeared on Good Morning Britain alongside Kate Garraway and Richard Madeley.
Thinking they were still having a two-way conversation at the end of the programme, he added: "Hi Kate, Hi Richard - do you miss me?"
To this, Lorraine responded: "They're away, they've gone."
Piers quipped back: "Where've they gone? There used to be a little two-way.
“That's all gone as well? Cutbacks are savage aren't they."
Laughing, in reply, Lorraine said: "Totally! Totally."
ITV announced in May that it would be rolling out huge changes to its daytime TV offering, which comes into play next week.
These changes would see Lorraine being reduced to a thirty-minute programme, which will air for just 30 weeks of the year
Good Morning Britain’s runtime, on the other hand, is set to be extended by 30 minutes.
Changes are also set to be made to Loose Women, which will be aired on a season basis of 30 weeks a year.
This comes as growing discontent builds on social media amongst viewers complaining that ITV has also made changes to its ad structures, interrupting programme runtimes.
One viewer suggested that viewing figures were suffering as a result of these changes, writing on X: “The reason viewing figures are down is theres ad breaks every 5 minutes”
Yeah the reason viewing figures are down is theres ad breaks every 5 minutes🤬🥱more adverts than programme ffs!!😴 #ImACeleb pic.twitter.com/DLiuLIRtXb
— BlueNoseBear⚽️🏏🐻💙 (@YouBearsssssss) November 19, 2025
Others posting memes about the ad breaks, mocking their regularity on prime programmes like I’m A Celeb.
ITV cutting for an advert break every 5 mins #ImACeleb pic.twitter.com/FHowjvQxOr
— ً (@shafcfc_) November 16, 2025
Kevin Lygo, managing director of media and entertainment at ITV explained that the changes help the broadcaste provide value for audiences.
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 as 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."
