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ITV Breakfast Broadcasting Limited (previously known as GMTV Limited) is the national ITVbreakfast television contractor,1 broadcasting in the United Kingdom. It became a wholly owned subsidiary of ITV plc in November 2009.2
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.
At weekends, ITV Breakfast airs children's programming, a simulcast of CITV Breakfast, under the CITV brand.