This Morning ‘could face losing its daytime TV crown’ as rival BBC Morning Live looks to dominate the ratings with a new timeslot and new presenters

This Morning ‘could face losing the daytime TV crown’ as its rival BBC Morning Live aims to dominate the ratings.

The ITV breakfast show has won 18 National Television Awards for best daytime show and since Holly Willoughby and Phillip Schofield left the show, the BBC could now steal the spotlight.

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

From January 2, Helen Skelton and Michelle Ackerley will become the regular presenters of BBC Morning Live, alternating with Gethin Jones every Monday to Wednesday.

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

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

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

BBC One has extended its running time from 45 minutes to 75 minutes, every weekday from 9.30am to 10.45am.

ITV’s Good Morning Britain runs from 6am, Lorraine starts the show 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 continued woes and offering something that is a real alternative.

‘It’s not just that Morning Live is becoming more and more like This Morning; it’s also that they’re making a real attempt to steal some of their audience.

‘The fact that they come on air first means that if viewers stick with the show until the end of each episode, it will likely take a big bite out of their rival’s ratings. Beep bosses are tackling the profile of Morning Live presenters and maintaining their ratings and content in a bid for TV dominance.”

MailOnline has contacted the BBC and ITV for comment.

In May, ITV This Morning viewers were on the rise following Phillip’s departure, after Alison Hammond and Dermot O’Leary led the show.

BBC Morning Live has just unveiled its confirmed line-up and brand new timeslot – which now overlaps with ITV’s Lorraine and This Morning – hoping to build on its daily audience of around 1.1 million

From January 2, Helen Skelton and Michelle Ackerley will become the regular presenters of BBC Morning Live, alternating with Gethin Jones every Monday to Wednesday

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

ITV’s Good Morning Britain runs from 6am, Lorraine starts the show 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-hosts Rochelle Humes and Craig Doyle on this morning)

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

Phillip and Holly previously attracted 1.3 million viewers for their 2022 Christmas show and averaged 1.4 million in the first four weeks of 2021

But since their departure, with Alison and Dermot presenting, the episode has averaged 703,000 viewers, peaking at 918,000 in the spring.

Michelle Ackerley said: “I am delighted to be joining Helen as part of the regular Morning Live line-up. “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 previously managed to attract 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 their departure, with Alison and Dermot presenting, the episode has averaged 703,000 viewers, peaking at 918,000 in the spring.

Presenting the show as a regular in the new year, Helen said: ‘I’m so excited to become a more regular member of the Morning Live family, and to be in such great company!

‘It’s really nice to be part of a program that gives so many people a voice. Everything we talk about on the show is what my friends and family text me about, we are at the heart of what people care about right now.”

Michelle Ackerley said: “I am delighted to be joining Helen as part of the regular Morning Live line-up. I’ve absolutely loved being 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 audience company in the morning and doing so with friends.’

Meanwhile, Rob Unsworth, head of BBC Daytime and Early Peak Commissioning, said: ‘Morning Live was a hit from the start, but we’ve listened to all those viewers who have asked us if it could be longer, and are delighted and excited to add an extra half hour to the winning mix of warmth, current affairs and must-know tips, hacks and advice.’