GMTV, now legally known as ITV Breakfast Broadcasting Limited, was the name of the national Channel 3 breakfast television contractor/licensee, 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. The channel temporarily did broadcastings of the sixth and seventh series of Fireman Sam from 2009 to 2012 during The Fluffy Club.[1]