BBC Breakfast presenter Susanna Reid has left the broadcaster to join ITV as a presenter on its new morning show.
Following days of speculation, ITV announced that Reid, 43, will be one of the presenters on its newly named breakfast show, Good Morning Britain, which is to replace Daybreak later this year.
The Strictly Come Dancing finalist will join the channel as one of ITV's main weekday presenters, between 6am and 8.30am, alongside former GMTV star Ben Shephard, Charlotte Hawkins and Sean Fletcher.
Daybreak's current main hosts are Lorraine Kelly and Aled Jones.
ITV director of daytime Helen Warner said: "I'm delighted to welcome all four presenters to the ITV Breakfast family.
"ITV has a first-class roster of breakfast and daytime talent, both on and off screen, and I'm thrilled to be expanding this.
"Our overriding aim is to continue to improve our breakfast programming for our viewers, and we have been working for some time behind the scenes developing the next chapter of our offering."
The announcement came as the BBC lost another of its female presenters.
Countryfile presenter Julia Bradbury revealed that she is to quit the Sunday evening show after signing a deal with ITV to host a new five-part series about the landscape.
Bradbury, 43, earned the nickname “the walking man’s crumpet” after appearing on a number of outdoor programmes, including Wainwright Walks.
The BBC said on Sunday: “After nearly five years, Julia has decided to leave Countryfile.
“We would like to thank her and wish her well.”
Last week Reid’s agent confirmed that the mother of three - who was absent from BBC Breakfast on Monday - had split from her long-term partner Dominic Cotton.
BBC Breakfast’s editor Adam Bullimore said: "BBC Breakfast is a hugely successful programme and Susanna has been part of that.
"We are sorry she's decided to leave and wish her the best for the future."