This Morning ‘could face losing the daytime TV crown’ as its rival competitors BBC Morning Live are aiming to dominate ratings.
The ITV breakfast show has won 18 National Television Award for Best Daytime Show and since Holly Willoughby and Phillip Schofield left the show, BBC could now be in with stealing the spotlight.
BBC Morning Live has just revealed its confirmed presenting line-up and brand new time slot – which now overlaps with ITV’s Lorraine and This Morning – in hope to built on its daily audience of roughly 1.1million.
From January 2, Helen Skelton and Michelle Ackerley will become BBC Morning Live’s permanent presents alternating alongside Gethin Jones every Monday to Wednesday.
Gethin Jones will continue to present four to five shows a week.
This Morning ‘could face losing the daytime TV crown’ as its rival competitors BBC Morning Live aims to dominate ratings (presenters pictured on BBC Morning Live)
The ITV breakfast show has won 18 National Television Award for Best Daytime Show and since Holly Willoughby and Phillip Schofield left the show, BBC could now be in with stealing the spotlight (Alison Hammond and Dermot O’Leary pictured)
Kym Marsh will present on Thursdays, while a host of brilliant guest presenters including Sara Cox, Kimberley Walsh, Gaby Roslin and Rav Wilding will co-host regularly.
BBC One are extended its running time from 45 minutes to 75 minutes, running from 9:30am to 10:45am every weekday.
ITV’s Good Morning Britain runs from 6am, Lorraine picks up the show at 9am, This Morning then runs from 10am to 12:30pm and Loose Women airs for an hour at 12:30pm until 1:30pm.
According to The Sun, an insider said: ‘The Beeb [BBC] are really exploiting This Morning’s ongoing woes and offering something that is a genuine alternative.
‘It isn’t just that Morning Live is starting to look more and more like This Morning — it’s also that they are making a real bid to steal a chunk of their audience.
‘The fact that they go on air first means that, if viewers stick with the show till the end of each episode, that’s likely to take a big bite out of their rival’s ratings. Beep bosses are tackling the profile of Morning Live’s presenters and maintaining their viewing figures and content in a bid for TV dominance.’
MailOnline have contacted the BBC and ITV for a comment.
In May, ITV This Morning viewers were on the rise following Phillip’s exit, after Alison Hammond and Dermot O’Leary helmed the show.
BBC Morning Live has just revealed its confirmed presenting line-up and brand new time slot – which now overlaps with ITV’s Lorraine and This Morning – in hope to built on its daily audience of roughly 1.1million
From January 2, Helen Skelton and Michelle Ackerley will become BBC Morning Live’s permanent presents alternating alongside Gethin Jones every Monday to Wednesday
BBC One are extended 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 runs from 6am, Lorraine picks up the show at 9am, This Morning then runs from 10am to 12:30pm and Loose Women airs for an hour at 12:30pm until 1:30pm (pictured co-hosts Rochelle Humes and Craig Doyle on This Morning)
![According to The Sun, an insider said: 'The Beeb [BBC] are really exploiting This Morning¿s ongoing woes and offering something that is a genuine alternative (pictured co-hosts Rylan Clark and Emma Willis on This Morning)](https://i.dailymail.co.uk/1s/2023/12/05/11/78591487-12827105-image-a-69_1701774318146.jpg "BBC Morning Live's New Time Slot and Presenters Threaten This Morning's Daytime TV Dominance 13")
According to The Sun, an insider said: ‘The Beeb [BBC] are really exploiting This Morning’s ongoing woes and offering something that is a genuine alternative (pictured co-hosts Rylan Clark and Emma Willis on This Morning)
Phillip and Holly previously managed to pull in 1.3m average viewers for their 2022 Christmas show and an average of 1.4m in the first four weeks of 2021
But since their exit, with Alison and Dermot presenting, the episode raked in 703,000 average viewers with a peak of 918,000 in the spring
Michelle Ackerley said: ‘I am delighted to join Helen as part of the regular Morning Live line-up. I have absolutely loved being a part of the show so far, which we know can make a real difference to people’s lives’
Phillip and Holly previously managed to pull in 1.3m average viewers for their 2022 Christmas show and an average of 1.4m in the first four weeks of 2021.
But since their exit, with Alison and Dermot presenting, the episode raked in 703,000 average viewers with a peak of 918,000 in the spring.
On presenting the show on a regularly in the New Year, Helen said: ‘I am so excited to become a more regular member of the Morning Live family, and be in such good company!
‘It’s really nice to be part of a programme giving so many people a voice. Everything we talk about on the show is what my friends and family are texting me about, we’re right at the heart of what matters to people right now.’
Michelle Ackerley said: ‘I am delighted to join Helen as part of the regular Morning Live line-up. I have absolutely loved being a part of the show so far, which we know can make a real difference to people’s lives.
‘I’m looking forward to keeping our audiences company in the mornings and doing that alongside friends.’
Meanwhile BBC Head of Daytime and Early Peak Commissioning, Rob Unsworth said: ‘Morning Live was a hit from the start, but we’ve listened to all those viewers who’ve asked us if it could be longer, and are delighted and excited to add an extra half hour to its winning mix of warmth, topicality, and must-know tips, hacks and advice.’
