ITV's This Morning masterplan from 'big showbiz name to controversial editor'

12 October 2023 , 10:54

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ITV's This Morning masterplan from 'big showbiz name to controversial editor'

ITV's This Morning is set to undergo a 'complete revamp' and will have two new daytime hosts to replace Holly Willoughby and Phillip Schofield, after the co-presenters' shock exits this year. It was announced that Holly would be leaving the show after making the 'difficult decision' to step down on Tuesday, four months after Phil quit following an 'unwise but not illegal' affair with a younger male colleague.

It is understood the famous sofa will now seat a 'new Holly and Phil', as bosses 'tirelessly' search for popular faces to revive the programme, which has suffered a dip in views, falling to 700,000, after losing the National TV Awards daytime prize for the first time in 12 years. But what can we expect from This Morning's new look? Here is everything we know about ITV's masterplan to 'find a pairing with the perfect chemistry'.

This Morning will keep its same title but there will be a 'new Holly and Phil' hopefully by the start of 2024 (Ken McKay/ITV/REX/Shutterstock)

This Morning will not be axed and is said to be keeping its iconic name, amid rumours of a new title. An insider told iNews: "Holly leaving is the end of an era but there's been lots of ups and downs in This Morning's 35-year history. There's no question of it being axed but it will look different in the future." It is believed bosses would like to have a permanent new team "in place by the end of the year", and no drastic decisions have been made yet.

Following Holly's exit, which reportedly sent shockwaves through the corridors at ITV, a source told the Mirror: "Until the start of the week, the decision was who would partner Holly and build the show's reputation back up. They're back to square one." Another insider said: "No one would have wished for Holly to leave but now the door is open for a completely fresh start."

Looking ahead, a show insider has revealed ITV are hoping to get views back up to one million and are looking for a permanent pairing with 'perfect chemistry'. They told The Sun: "A stream of exciting presenters, from all different walks of life, will meet with execs over the next few weeks until they find a pairing with the perfect chemistry." They added: "The goal is to bring back the chemistry of the show's halcyon days and get viewing figures back up to the million mark."

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It has been said ITV editor Martin Frizell will "continue to lead the charge and is working tirelessly to give viewers what they want". Though after Phil's secret affair, it was reported that some ITV staff lost faith in Frizell. At a Commons hearing in June, former ITV news presenter John Nicolson described him as being "outrageously dismissive and flippant on camera about an immensely serious issue" - regarding his bizarre comment about 'aubergines' when asked if ITV had a 'toxic' work environment.

GMB's Ben Shepard is a 'popular' presenter on the show and has said he is 'part of the furniture' (Getty Images)

Davina is also rumoured to be an ideal replacement for Holly, though it is 'pure speculation' (JD WILLIAMS/ELIZABETH HOFF)

He famously told journalists: "I'll tell you what's toxic, and I've always found it toxic – aubergine. Do you like aubergine? Do you? Do you like aubergine, because I don't like aubergine. It's just a personal thing."

ITV is also bracing for the result of a review into Schofield's affair with a junior colleague, which could lead to more exits amongst execs if wrongdoing is found. In the short term, it is thought a mixture of the usual roster of hosts will fill in for Holly and will effectively be holding audition trials live on air. Favourites include Alison Hammond, Josie Gibson, Rochelle, Dermot O'Leary, Davina McCall and Ben Shephard, with Ben and Davina tipped to become the permanent replacements.

Good Morning Britain's Ben admitted that he is 'part of the furniture' on the show, when he revealed to the Mirror last week: "What I can tell you is I'm doing some more - I'm gonna be doing some more but I'm just helping out really. So I've got some days coming up between now and Christmas so I'm not exactly sure but I'm still very, very much part of the furniture..." ITV have insisted "no such decision have been made", though a spokesperson did confirm that the network believes Ben is a "popular" presenter.

One leading agent has said former Big Brother host Davina could be an ideal replacement for Holly. According to iNews, the agent said: "Davina is popular with This Morning's largely-female audience and now has the stature to do sofa interviews with the PM which is part of the show's mix." Though a spokesperson for Davina said talk of her joining was "pure speculation" at the moment.

In a statement shared on her official Instagram on Tuesday, Holly explained she had made the decision her This Morning time had finally come to an end. "I have let ITV know today that after 14 years, I will not be returning to This Morning," she posted. "It's been an honour to just be part of its story and I know this story has many chapters left to go. Sadly, however, I now feel I have to make this decision for me and my family. I will miss you all so much."

Nia Dalton