The BBC is setting the stage for an intense daytime TV showdown as insiders reveal the corporation is plotting to extend Morning Live’s airtime to rival ITV’s This Morning. According to sources close to the BBC, the goal is clear: to “steal” viewers from the struggling ITV show as the BBC’s own daytime program gains momentum.
🌟 The Battle Intensifies
Five years after its launch, Morning Live, hosted by Helen Skelton and Gethin Jones, is seeing a surge in popularity, attracting viewers who are disillusioned by the recent chaos surrounding This Morning. The BBC’s apparent strategy involves extending the show’s current airtime of 75 minutes, potentially pushing it to 12:15 PM, directly competing with This Morning.
A BBC insider revealed: “There have been a number of meetings about the possibility of extending Morning Live to go fully up against This Morning. Bosses know that their ITV rival is struggling, so they want to encourage viewers to switch over.” The move could include merging segments from Crimewatch Live into Morning Live, which would save both airtime and costs while positioning the show as a stronger contender in the daytime lineup.
💬 The Strategy Behind the Push
The BBC’s desire to extend Morning Live comes at a time when This Morning has faced several challenges, particularly after the departure of former hosts Holly Willoughby and Phillip Schofield. Cat Deeley and Ben Shephard took over in March 2024, but the show’s audience has struggled to maintain its former peak of over two million viewers. Morning Live, on the other hand, now draws almost double the viewers of its ITV counterpart.
A source commented: “If this all goes ahead, then it is war. The BBC sees an opportunity to capitalize on ITV’s vulnerabilities. Emma Morris, editor of Morning Live, is undoubtedly hoping to outdo her former colleagues at This Morning.” Morris, who worked at This Morning under its long-serving boss Martin Frizell, moved to the BBC in 2019, where she quickly rose to launch Morning Live. It’s no secret that she’s looking to outshine her previous show.
📊 The Shift in Viewership
Despite the challenges, This Morning has seen some stabilization with a loyal viewership of about 700,000. While not the powerhouse it once was, the show has weathered internal drama, including Schofield’s affair revelations and Holly Willoughby’s harrowing ordeal with a kidnap plot. ITV bosses are confident that Cat and Ben will keep the show steady despite rumors of replacement hosts.
An ITV insider commented, “The last thing This Morning needs right now is for the BBC to steal its audience. But it’s brutal in television.” The competition between the two shows is growing fiercer as BBC’s Morning Live looks to capitalize on ITV’s perceived weakness.
🎤 The Future of This Morning
With Morning Live ready to push harder, questions about the future of This Morning remain at the forefront. ITV’s response to the ongoing situation will determine whether the once-dominant daytime show can bounce back or if the BBC will emerge victorious in this high-stakes TV battle.
