There is a reportedly ‘question mark’ over the future of This Morning after the ITV show’s viewing figures have slumped.
The daytime TV show has been struggling to bounce back with new presenters Cat Deeley and Ben Shephard after longtime presenter Phillip Schofield’s shock departure.
After reports of a feud between Phillip and co-host Holly Willoughby emerged, the 62-year-old resigned when he admitted to lying about an affair with a younger colleague.
Holly later quit This Morning after she was the subject of an alleged kidnap and murder plot and Cat, 47, and Ben, 49, were announced as the new presenters several months later.
However, while Cat and Ben’s first day in March attracted more than one million viewers, audience numbers have now more than halved, with an average of 486,000 tuning in this month.
A TV insider told The Sun: ‘Nobody at This Morning thought viewing figures would dip beneath the landmark low of half a million.
‘The arrival of Ben and Cat was supposed to spark a resurgence and hopefully keep the ratings above the million mark.
‘But within a couple of weeks it became apparent they hadn’t done the trick while their nemesis Morning Live stayed strong.
‘Now there is a massive question mark lingering over the future of the show as it’s difficult to justify the huge costs of making a live, daily show, especially at a time when ad revenues for linear TV are so low.’
It comes as former presenter Fern Britton, 66, hinted she could return to This Morning. She left the sofa in July 2009 after a ten-year stint due to a rumoured feud with co-star Phillip.
The media personality returned to This Morning as a guest in March to discuss her CBB appearance and life in Cornwall after which she admitted ITV approached her about a potential return.
‘When my interview finished and I left the studio, I was approached by a [member of the] production team who said, ‘Would you like to do some little films with us?’ Fern told Woman and Home magazine.
Although she clarified the ‘conversation is yet to be had’ she seemed enthusiastic about the idea.
‘Those little four-minute films now and again? Perfect. If I could just do them in Cornwall, that would be even more perfect!’
Meanwhile, it has been reported that Phillip is considering a TV return after taking a year-long hiatus from the limelight.
A source told The Sun: ‘Some TV executives have been in touch with Phil about a possible return and his friends have told him he should consider it.
‘Phil is still shell-shocked by everything that happened last year and is happy at the moment to focus on rebuilding his life with the support of his friends and family.
‘Whether he will make a comeback — whether it’s on TV or radio — is still undecided but the offers are there if he wants to pursue them.’
Metro.co.uk has contacted ITV for comment.
This Morning airs weekdays from 10am on ITV.
Got a story?
If you’ve got a celebrity story, video or pictures get in touch with the Metro.co.uk entertainment team by emailing us [email protected], calling 020 3615 2145 or by visiting our Submit Stuff page – we’d love to hear from you.
MORE : Dermot O’Leary on verge of tears meeting heroic teenagers: ‘I feel like crying’
MORE : This Morning star under fire for misgendering Chrishell Stause’s non-binary spouse
MORE : Ruth Langsford grins wearing wedding ring after ‘blindsiding’ Eamonn Holmes with divorce
