Wikipedia
GMTV (now legally known as ' ITV Breakfast Broadcasting Limited') is the name of the national Channel 3 breakfast television contractor/licensee, broadcasting in the United Kingdom from 1 January 1993 to 3 September 2010. It became a wholly owned subsidiary of ITV plc in November 2009. Shortly after, ITV plc announced the programme would end. The final edition of GMTV was broadcast on 3 September 2010.
GMTV transmitted daily from 6 am with GMTV's weekday breakfast magazine programme GMTV broadcasting until 8:25 (9:25 on Friday), followed by GMTV with Lorraine (Monday – Thursday), until the regional ITV franchises took over at 9.25 am. In later years, the switchover was practically seamless and the station was 'surrounded' in the most part by ITV Network continuity on either side of transmission. Consequently, most viewers perceived GMTV simply as a programme on ITV; however, until the complete buyout by ITV plc, it was essentially an independent broadcaster with its own news-gathering operation, sales and management teams and in-house production team. GMTV also broadcast its own children's programmes, independent from CITV until the programme Boohbah was cross-promoted on both sides, with different credits for each.