[tellyblues]

Here we go again, axing rumours. The show will not be axed. It's a huge part of their schedules, what will they fill it with? Two more hours of The Chase? Increase Loose Women and Lorraine by an extra hour each?

Everyone who says This Morning is going to be axed has no idea how daytime television is run on ITV - pulls in decent viewers, and generates decent ad revenue at that time of day - also it's live, whereas BBC One fill up their mid morning schedule with recorded programmes.

I think there is a campaign in the press to get ITV to axe the show. It won't work.

Viewers care not a jot about ads and schedules (nor should they). There is the implication that the situation has been managed for the show's sake ahead of what is morally correct.

No amount of official statements or prattling on from someone who calls themselves a spokesperson or a commissioner will matter.