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BBC plots TV war to steal viewers from ITV rival
15 Mar
Summary
- BBC plans to extend Morning Live's airtime to compete with ITV.
- Show could run until 12:15 PM, directly challenging This Morning.
- Recent audience drops for This Morning fuel BBC's competitive strategy.
The BBC is reportedly plotting an aggressive expansion of its daytime program, Morning Live, in a move described as a "vicious television war" aimed at viewers of ITV's This Morning. Sources indicate internal discussions about extending Morning Live's broadcast until 12:15 PM, a significant increase from its current 10:45 AM finish. This strategy is designed to attract viewers who have recently diminished their viewership of the ITV rival.
The BBC's move appears to be fueled by perceived struggles at This Morning, particularly following the departures of its long-serving hosts. Morning Live, hosted by Helen Skelton and Gethin Jones, has seen considerable success. The BBC extended its slot from 45 to 75 minutes in the weeks preceding the March 2024 debut of Cat Deeley and Ben Shephard on This Morning.
This strategic push by the BBC could potentially disrupt other BBC programming, such as Crimewatch Live and Homes Under The Hammer. However, the BBC is reportedly eager to capitalize on Morning Live's current momentum. The editor of Morning Live previously held a senior role at This Morning, adding a layer of personal rivalry to the competitive landscape.
