High Quality Content by WIKIPEDIA articles! GMTV (now legally known as ITV Breakfast Limited) was the national Channel 3 breakfast television contractor, 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 showing of GMTV was broadcast on 3 September 2010.