ITV could axe GMTV over its poor ratings after it today became the sole owner of the breakfast TV franchise.
The Coronation Street broadcaster already owns 75 per cent of the early morning TV show but has now bought the remaining stake from Disney for more than £22million.
Now that it has complete control it is expected ITV will scrap the brand and replace it with its own breakfast-style offering.
ITV executives have grown frustrated with GMTV’s poor ratings performance and the continued success of BBC.
Fed up viewers have been deserting 'dumbed down' GMTV in favour of more serious news shows.
DailyMail
