GMTV Ltd is a British television company known for producing and broadcasting morning television programs. It was launched in 1993 and became popular for its engaging content, including news, entertainment, and lifestyle segments. The company was a key player in the UK's breakfast television market until it ceased broadcasting in 2010. After its closure, GMTV Ltd was replaced by ITV Breakfast, which took over the morning programming slot. The legacy of GMTV continues to influence morning shows in the UK, as it set a standard for interactive and viewer-focused television.