Long-running morning slot GMTV is to drop its name in a £1.5 million shake-up.
The early morning show, which is undergoing a major staff upheaval, is to be moved to a new studio and will be rebranded, although no decision has been made on the new title.
ITV director of factual and daytime Alison Sharman has told staff internally that it is "the biggest change" in the programme's 17-year history.
Yesterday Andrew Castle announced he was leaving the show after a decade, just days after Penny Smith bowed out of the programme.
Adrian Chiles was signed up by ITV earlier this year to front the relaunched show after he fell out with BBC bosses over his role on The One Show.
The revamped show will be given new music and will relocate to a studio overlooking the River Thames.
ITV took over GMTV last year and has been aiming to transform the programme, which is thought to have been lagging behind competitors.
A spokeswoman said: "Change, both on and off screen, is an essential part of the process of restoring one of the nation's great breakfast shows to its former glories.
"One of the key objectives is to ensure that the core audience of housewives with children keep watching, but also to attract new viewers to our revitalised breakfast show."
ITV is promising "reputation-building news and distinctive journalism" as well as entertainment, interviews and consumer items.
Lorraine Kelly's section of the show will also be given a new studio.Reuse content