Channel 4 bosses plan daytime TV show to RIVAL This Morning

This Morning presenters Phil and Holly

Watch out Holly and Phil

Channel 4 bosses are reportedly planning a new daytime TV show to rival its competitor ITV.

According to reports, Channel 4 want to release their own magazine-style show to take on the likes of This Morning and Loose Women.

“Channel 4 has been wanting to launch a daytime show for over a year but the wheels are firmly in motion now,” a source told Talk TV.

“They are listening to pitches from production companies next month.

The insider added: “They’re eyeing up the This Morning and Loose Women slot, knowing how popular both shows are for ITV. But they know they need to get the format spot on if it’s to succeed.

“The hope is to get it on air next year.”

Rosie, Craig and Gemma on the This Morning sofa, with presenters Holly and Phil standing behind them

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If Channel 4 bosses get their wish, the new programme, which will be fronted by two well-known faces and address hot topics of the week, could air either at the same time as This Morning, or fill earlier slot left by the cancellation of The Jeremy Kyle Show.

Famous names reportedly being eyed up to host the new show include Channel 4 favourites Davina McCall, Alan Carr, Adam Hills, Maya Jama and Richard Ayoade.

'This Morning' TV Programme, Liverpool, Britain. - 1988

Channel 4 has a tough job on its hands if it hopes to overtake the success of This Morning. The show has won a number of awards including 14 National Television Awards, and hosts Holly Willoughby and Phillip Schofield have amassed a huge following since they started working on the show together in 2009.

Original hosts Richard Madeley and Judy Finnigan, who presented This Morning for over a decade from its launch in 1988, famously left the show after signing a two-year deal with Channel 4, reported to be worth £2 million, to present an early evening live talk show. They ended their partnership with the channel in 2008.

Jenni McKnight is a beauty, lifestyle and entertainment journalist, currently US Lifestyle Editor for HELLO! Online. She has also written for HELLO! Magazine, GoodTo, CelebsNow, Daily Mirror and Yahoo!  Her first big break came when she interned on the Guilty Pleasures showbiz desk at Metro newspaper. She has since worked on the online lifestyle team at Woman & Home and Woman and was Senior Content Editor at CelebsNow.