In February 2014, it was reported that ITV were attempting to recruit Reid for their new breakfast programme, with a £1 million salary. Reid had previously rejected claims of moving to ITV in December 2013, during her "Strictly Come Dancing" stint, saying she would "bleed BBC" if cut open. On 3 March 2014, the BBC confirmed Reid's move to ITV to front rival breakfast programme "Good Morning Britain", which replaced its former breakfast show "Daybreak". She co-hosts the show alongside Ben Shephard every Monday to Thursday from 6:30 a.m. to 9:00 a.m.