GMTV presenter Emma Crosby is the latest to find she has been axed from the show.
She is being dropped from the ITV1 morning show as programme bosses prepare for a relaunch with new hosts Adrian Chiles and Christine Bleakley.
Crosby, who joined the breakfast programme from Sky News, learned earlier this week that she would be leaving.
An ITV source said: “I can confirm she is going.”
Other familiar faces who have been part of the wave of exits have included Andrew Castle and Ben Shephard. Long-serving star Penny Smith left the sofa a month ago.
The programme is soon to undergo a major revamp and rebrand which will see the GMTV name disappear.
Chiles signed up with ITV after falling out with BBC bosses and quitting The One Show. He has also been leading ITV1’s World Cup coverage.
Bleakley followed him after toying with offers from both the BBC and ITV, which she said had left her ‘torn’.
But eventually the BBC tired of her delays and withdrew its offer.