ITV Franchisee
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GMTV (now legally known as ITV Breakfast Limited) was the national Channel 3 breakfast television contractor, broadcasting in the United Kingdom. It became a wholly owned subsidiary of ITV plc. in November 2009. Shortly after, ITV plc announced the programme would end. The final showing of GMTV was broadcast on 3 September 2010. After some repeats over the weekend that followed, GMTV was completely removed from UK television screens and is now legally branded as Daybreak.


GMTV held the licence for the breakfast Channel 3 franchise since 1993, when it outbid the previous 6:00–9:25 am Channel 3 licence-holder, TV-am, in the 1991 franchise rounds, which were announced on 16 October that year. The first show was broadcast on Friday, 1 January 1993 and was presented by Eamonn Holmes and Anne Davies. Its main weekday presenters at launch were Fiona Armstrong and Michael Wilson. By March 1993, following poor ratings, Wilson had moved to present the news-focused 6.00 - 7.00 a.m. slot, which in 1994 became the "Reuters News Hour". Armstrong continued to co-present with Eamonn Holmes until April 1993, when her departure coincided with a revamp of the main programme, which included a new set that mimicked that of TV-am....
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