[Flux]

The problem This Morning has had for the last two decades is that the hosts have become bigger than the show.

Self made issue, unfortunately. Someone at ITV decided to make it “The Phil and Holly Show” when it never needed to be. They skewed the titles, the publicity and the image of the show to focus solely on those two when This Morning had never glorified its presenters in the same way in the past. Even when it would have been warranted with Richard and Judy. They only have themselves to blame now that they’re having to backtrack and turn the focus on “This Morning” again instead.

Many of us saw this coming years ago. Either Phil or Holly was guaranteed to leave at some point, and by focusing on them with such tunnel vision ITV set themselves up to 1) Have difficult renegotiations where the hosts could demand more money for staying on and keeping the brand alive and 2) make it very difficult to replace one of them.

Personally I think its current state with Holly clinging on and a rotating rota of co-hosts who were - until the scandal - secondary to the two “main” hosts makes it look very weak. There’s nothing decisive or forward-thinking about it and it invites reactions such as the boos at the NTAs as it’s just plodding along as the same exact show. It doesn’t look or feel as if any lessons have been learnt or that the show is even trying to move on. The strongest decision would be to relaunch with two new hosts in the main spots and a new look. Even if it’s just Allison and Dermot, at least it’s a clear re-set. The sooner they do that, the sooner the show can shake off its reputation and start rebuilding “This Morning” again.