BBC’s Bold Move to Overtake ITV’s This Morning with Morning Live Extension: A TV War Brewing
When the BBC launched Morning Live, it was quick to assure audiences that it was not an attempt to mirror ITV’s This Morning. But five years later, The Mail on Sunday has uncovered a secret plan by BBC bosses to significantly challenge their rival’s audience by extending Morning Live‘s airtime, escalating what could be one of the most intense television rivalries yet.
Sources within the BBC reveal that discussions are underway to extend the show, hosted by Helen Skelton and Gethin Jones, until 12:15 pm—an ambitious 90-minute slot, as opposed to its current finish at 10:45 am. The move would put Morning Live head-to-head with This Morning, as it currently airs just before Crimewatch Live and Homes Under the Hammer.
“Bosses are aware that This Morning is struggling, with audience figures dipping recently,” said one source at the BBC. “So, they see this as an opportunity to capitalize on that, with the aim of stealing viewers away.”
Insiders at the Corporation describe the move as part of a broader strategy to ‘see This Morning off’. However, it’s unclear how such a shift would affect Crimewatch Live and Homes Under The Hammer, which have strong viewer followings. BBC executives are reportedly aware of the loyal fanbase of these shows, particularly Homes Under The Hammer, making the decision all the more complex.
This Morning‘s recent shake-up following the departure of Phillip Schofield and Holly Willoughby in 2023 has provided the BBC with an opening. In 2024, the BBC announced that Morning Live would be extended from 45 minutes to 75 minutes, a significant step towards directly competing with This Morning. Now, with plans to extend the show even further, it seems the BBC is prepared for a direct confrontation.
“BBC bosses are aware of the opportunity,” says a source. “They could even merge Crimewatch Live into Morning Live as a segment, potentially cutting costs while still offering the same content.”
But BBC officials have denied any such plot, stating, “No discussions have been taking place about extending Morning Live. It was extended in January 2024.”
Still, Morning Live‘s recent success speaks for itself. Viewership for the show has nearly doubled compared to This Morning, which now brings in around 700,000 viewers—well below the 2 million that Schofield and Willoughby commanded at their peak.
The BBC’s Emma Morris, a former senior producer at This Morning, now leads Morning Live. Sources suggest her past experience, coupled with her exit from ITV, may make her particularly motivated to see her new show succeed where her former employer is faltering.
“Emma knows This Morning inside and out, and naturally, she wants to do better,” a source close to the BBC said.
While This Morning continues to receive criticism for its reduced viewership, insiders within ITV insist the show is stable under its new hosts, Cat Deeley and Ben Shephard, who took over in March 2024.
“It’s been a rough few years, but the show has finally found its rhythm again,” an ITV staff member said. “Cat and Ben are here to stay, despite the rumors about potential replacements.”
Still, the show has not been without controversy. In 2023, This Morning faced turbulence when the relationship between Schofield and Willoughby deteriorated, with Schofield later revealing a secret affair. Then, in a shocking revelation, it emerged that Willoughby had been the victim of a kidnapping plot, which led to the conviction of a former security guard.
As one ITV insider put it, “The last thing This Morning needs right now is the BBC stealing its audience. But that’s the brutal reality of television.”
The stage is now set for a dramatic face-off, and viewers will be watching closely to see if the BBC’s gamble will pay off or if ITV’s This Morning can weather the storm.
