This Morning could expect to lose the daytime TV crown

This Morning “could expect to lose the daytime TV crown” as rival BBC Morning Live looks to dominate ratings with new slots and new presenters

This Morning “could expect to lose the daytime TV crown” as rival BBC Morning Live aims to dominate the ratings.

The ITV breakfast show has won the 18th National Television Awards for Best Daytime Show and since Holly Willoughby and Phillip Schofield left the show, the BBC could be about to steal the spotlight.

BBC Morning Live has just announced its confirmed presenter line-up and its brand new slot – which now overlaps with ITV’s Lorraine and This Morning – in the hope of expanding its daily audience of around 1.1 million.

From January 2nd, Helen Skelton and Michelle Ackerley will be the permanent presenters of BBC Morning Live, alternating alongside Gethin Jones every Monday to Wednesday.

Gethin Jones will continue to present four to five shows per week.

This Morning “could expect to lose the daytime TV crown” as its rival BBC Morning Live aims to dominate the ratings (presenters pictured on BBC Morning Live).

This Morning “could expect to lose the daytime TV crown” as its rival BBC Morning Live aims to dominate the ratings (presenters pictured on BBC Morning Live).

The ITV breakfast show has won the 18th National Television Awards for Best Daytime Show and since Holly Willoughby and Phillip Schofield left the show, the BBC could be about to steal the spotlight (pictured: Alison Hammond and Dermot O'Leary).

The ITV breakfast show has won the 18th National Television Awards for Best Daytime Show and since Holly Willoughby and Phillip Schofield left the show, the BBC could be about to steal the spotlight (pictured: Alison Hammond and Dermot O’Leary).

Kym Marsh will host on Thursdays, while a number of brilliant guest presenters including Sara Cox, Kimberley Walsh, Gaby Roslin and Rav Wilding will co-host regularly.

BBC One has increased its running time from 45 minutes to 75 minutes, running from 9:30am to 10:45am every weekday.

ITV’s Good Morning Britain airs from 6am, Lorraine starts at 9am, This Morning then runs from 10am to 12.30pm and Loose Women airs for an hour from 12.30pm to 1.30pm.

According to The Sun, an insider said: “The Beeb.” [BBC] are really taking advantage of This Morning’s ongoing problems and offering something that represents a real alternative.

“It’s not just that Morning Live is looking more and more like This Morning – it’s also that they are making a real attempt to lure away some of their audience.”

“The fact that they are going on air first means that if viewers stick with the show until the end of each episode, their rivals’ ratings are likely to plummet.” “Beep bosses are attacking the profile of Morning presenters Live and maintain their ratings and content to achieve television supremacy.”

Web has contacted the BBC and ITV for comment.

In May, ITV This Morning’s viewing figures rose following Phillip’s exit, with Alison Hammond and Dermot O’Leary taking over as hosts of the show.

BBC Morning Live has just announced its confirmed presenter line-up and its brand new slot - which now overlaps with ITV's Lorraine and This Morning - in the hope of expanding its daily audience of around 1.1 million

BBC Morning Live has just announced its confirmed presenter line-up and its brand new slot – which now overlaps with ITV’s Lorraine and This Morning – in the hope of expanding its daily audience of around 1.1 million

From January 2nd, Helen Skelton and Michelle Ackerley will be the permanent presenters of BBC Morning Live, alternating alongside Gethin Jones every Monday to Wednesday

From January 2nd, Helen Skelton and Michelle Ackerley will be the permanent presenters of BBC Morning Live, alternating alongside Gethin Jones every Monday to Wednesday

BBC One has increased its running time from 45 minutes to 75 minutes, running from 9.30am to 10.45am every weekday (Helen Skelton pictured).

BBC One has increased its running time from 45 minutes to 75 minutes, running from 9.30am to 10.45am every weekday (Helen Skelton pictured).

ITV's Good Morning Britain airs from 6am, Lorraine starts at 9am, This Morning then runs from 10am to 12.30pm and Loose Women airs for an hour from 12.30pm to 1.30pm (pictured co- presenters Rochelle Humes and Craig).  Doyle on This Morning)

ITV’s Good Morning Britain airs from 6am, Lorraine starts at 9am, This Morning then runs from 10am to 12.30pm and Loose Women airs for an hour from 12.30pm to 1.30pm (pictured co- presenters Rochelle Humes and Craig). Doyle on This Morning)

According to The Sun, an insider said:

According to The Sun, an insider said: “The Beeb.” [BBC] really capitalize on This Morning’s ongoing woes and offer something that represents a real alternative (pictured, This Morning co-hosts Rylan Clark and Emma Willis)

Phillip and Holly have already attracted an average of 1.3 million viewers for their 2022 Christmas show, and an average of 1.4 million in the first four weeks of 2021

Phillip and Holly have already attracted an average of 1.3 million viewers for their 2022 Christmas show, and an average of 1.4 million in the first four weeks of 2021

But since its exit, with Alison and Dermot hosting, the episode has averaged 703,000 viewers, peaking at 918,000 in the spring

But since its exit, with Alison and Dermot hosting, the episode has averaged 703,000 viewers, peaking at 918,000 in the spring

Michelle Ackerley said:

Michelle Ackerley said: “I’m delighted to be joining Helen as part of the regular Morning Live cast. “I’ve absolutely loved being part of the show so far which we know can make a real difference to people’s lives.

Phillip and Holly have already attracted an average of 1.3 million viewers for their 2022 Christmas show, and an average of 1.4 million in the first four weeks of 2021.

But since its exit, with Alison and Dermot hosting, the episode has averaged 703,000 viewers, peaking at 918,000 in the spring.

Speaking at the show’s regular launch in the new year, Helen said: “I’m delighted to be becoming a more regular member of the Morning Live family and to be in such good company!”

“It’s really nice to be part of a program that gives a voice to so many people.” “Everything we talk about on the show is what my friends and family write to me about. We’re right in the middle of what’s important to people right now.”

Michelle Ackerley said: “I’m delighted to be joining Helen as part of the regular Morning Live cast. “I’ve absolutely loved being part of the show so far which we know can make a real difference to people’s lives.

“I look forward to joining our audience in the morning and doing so with friends.”

Meanwhile, Rob Unsworth, BBC head of daytime and early peak commissioning, said: “Morning Live was a hit from the start, but we have listened to all the viewers asking us whether it could last longer and are delighted and excited.” Add an extra half hour to the compelling mix of warmth, topicality and must-have tips, hacks and advice.