ITV's daytime lineup could be in for major changes after the broadcaster secured rights to show the Rugby World Cup. The move is expected to affect regular weekday programming, with This Morning and Good Morning Britain among the shows that may need to shift around the schedule.
According to the report, the tournament is set to run from October 1 to November 13 next year. With live sport often taking priority in the daytime and early afternoon schedule, ITV may have to adjust start times, shorten some programmes or move parts of its usual lineup to fit around match coverage.
That creates uncertainty for two of the channel's best-known daytime brands. This Morning and Good Morning Britain are central parts of ITV's weekday output, so any Rugby World Cup scheduling plan is likely to be closely watched by viewers who follow those shows every day.
While full details of the broadcaster's plans have not been outlined, the rights deal makes some level of disruption increasingly likely during the tournament window. Much will depend on how ITV chooses to balance live rugby with its regular news and magazine shows across the autumn period.
