ITV is undergoing one of its most significant budget restructures in recent years, and the repercussions are being felt across its flagship programs.

Among the hardest hit is the popular daytime talk show Loose Women, which has seen a major figure removed amid the broadcaster’s ruthless cost-cutting drive.

This decision comes as part of a broader initiative to reduce expenses, affecting over 220 staff members and reshaping ITV’s daytime and soap opera schedules for 2026.

The editor of Loose Women, Sally Shelford, who has been a key figure behind the scenes for almost a decade, has been axed in this latest round of cuts.

Shelford’s departure has reportedly left many within the show “devastated,” as she was widely regarded as the glue holding the program together during challenging times.

Her exit marks a significant turning point for Loose Women, which will now be broadcast for only 30 weeks a year instead of the usual 52.

ITV’s decision to slash budgets has sent shockwaves through its daytime lineup. Shows like Lorraine are also facing reductions, with Lorraine’s airtime cut to 30 minutes for 30 weeks annually. Loose Women’s reduced broadcast schedule reflects the network’s urgent need to streamline operations and cut costs amid a tough economic climate.

Sally Shelford’s removal is particularly notable given her track record of success. Under her leadership, Loose Women won three Royal Television Society Awards and earned two BAFTA nominations. She also expanded the brand with spin-offs like Loose Men, a popular podcast, and a live nationwide tour. ITV confirmed that Shelford will remain editor until early next year to ensure a smooth transition.

However, the future leadership of Loose Women falls to Vivek Sharma, who currently edits This Morning and Lorraine. Sharma faces a daunting challenge, stepping into a role amid internal turmoil and strained relationships among panellists. According to insiders, the show is currently “in bits,” with divisions between cast members and a tense atmosphere exacerbated by the uncertainty caused by the cuts.

The interpersonal dynamics within Loose Women have always been complex, but Shelford’s ability to manage conflicts and maintain harmony was seen as vital. Now, with her gone, the show risks facing even more difficulties navigating these challenges.

The mood among Loose Women’s cast and crew is understandably anxious. Linda Robson, a long-standing panellist, expressed concern over the widespread redundancies affecting ITV staff. She described the team as a close-knit family who have supported each other through life’s milestones and hardships. The looming threat of job losses has cast a shadow over the show, with many hoping the situation will not deteriorate further.

The ITV spokesperson emphasized that Shelford’s departure was amicable and framed as a natural progression after a successful tenure. However, the reality for many involved is one of uncertainty and upheaval. The network’s restructuring is a stark reminder of the financial pressures facing traditional broadcasters in an evolving media landscape.

With Loose Women’s broadcast schedule reduced and key personnel changes underway, the show’s future is at a crossroads. The new leadership under Vivek Sharma will need to stabilize the program and rebuild trust among panellists to maintain its loyal audience.

The reduction in airtime means the show must adapt its format and content to fit a shorter schedule while still delivering the engaging, topical discussions viewers expect. This could lead to a more streamlined production but also risks losing some of the spontaneity and depth that have defined Loose Women.

ITV’s broader strategy appears focused on consolidating resources and prioritizing flagship shows that can deliver strong ratings and advertising revenue. While this approach may safeguard the network’s financial health, it also raises questions about the future diversity and vibrancy of its daytime programming.

As Loose Women navigates this challenging period, viewer support will be crucial. Fans can help by tuning in regularly, engaging with the show on social media, and participating in related events and campaigns. The show’s loyal audience has always been a key factor in its success, and maintaining that connection will be vital as it adapts to new circumstances.

Moreover, staying informed about the changes and voicing support for the program can encourage ITV to invest in its future. Public feedback often influences broadcaster decisions, and a strong fanbase can make a difference in preserving beloved shows.

The axing of a huge name from Loose Women amid ITV’s brutal cost-cutting bloodbath signals a period of significant change for the iconic daytime show. With reduced airtime and leadership upheaval, the program faces an uncertain future but also an opportunity to reinvent itself.

Fans and viewers can play a vital role in supporting Loose Women through this transition by staying engaged and showing their appreciation for the show’s unique voice.

To keep up with the latest updates and support Loose Women, make sure to follow the show’s official channels and tune in regularly. Your continued support can help ensure this beloved program remains a staple of daytime television for years to come.


The axing of a huge name from Loose Women amid ITV’s brutal cost-cutting bloodbath signals a period of significant change for the iconic daytime show. With reduced airtime and leadership upheaval, the program faces an uncertain future but also an opportunity to reinvent itself.

The reduction in airtime means the show must adapt its format and content to fit a shorter schedule while still delivering the engaging, topical discussions viewers expect. This could lead to a more streamlined production but also risks losing some of the spontaneity and depth that have defined Loose Women.


The axing of a huge name from Loose Women amid ITV’s brutal cost-cutting bloodbath signals a period of significant change for the iconic daytime show. With reduced airtime and leadership upheaval, the program faces an uncertain future but also an opportunity to reinvent itself.

 

The reduction in airtime means the show must adapt its format and content to fit a shorter schedule while still delivering the engaging, topical discussions viewers expect. This could lead to a more streamlined production but also risks losing some of the spontaneity and depth that have defined Loose Women.

The axing of a huge name from Loose Women amid ITV’s brutal cost-cutting bloodbath signals a period of significant change for the iconic daytime show. With reduced airtime and leadership upheaval, the program faces an uncertain future but also an opportunity to reinvent itself.

The reduction in airtime means the show must adapt its format and content to fit a shorter schedule while still delivering the engaging, topical discussions viewers expect. This could lead to a more streamlined production but also risks losing some of the spontaneity and depth that have defined Loose Women.


The axing of a huge name from Loose Women amid ITV’s brutal cost-cutting bloodbath signals a period of significant change for the iconic daytime show. With reduced airtime and leadership upheaval, the program faces an uncertain future but also an opportunity to reinvent itself.