ITV Breakfast Broadcasting Limited (previously known as GMTV Limited) is the national ITVbreakfast television licensee, broadcasting in the United Kingdom. It became a wholly owned subsidiary of ITV plc in November 2009.
GMTV, as an on-screen brand name, ended on 3 September 2010, with the newly rebranded ITV Breakfast launching new weekday breakfast programmes Daybreak and Lorraine on 6 September 2010. In March 2014, it was announced 'Daybreak' had been axed amid poor ratings. The programme was replaced on Monday 28 April by Good Morning Britain, reprising the original name of ITV's early morning breakfast programme. The Lorraine segment has not been affected by the changes.