This Morning (TV programme)

ITV relaunched This Morning in 2009 with a new set and with Holly Willoughby replacing Fern Britton as co-host, which saw ratings rise by 20%.[10]

This Morning Cook In!, an interactive cook event, began on 1 March 2010. Each week, five viewers and a celebrity guest cooked along, via Skype, with Gino D'Acampo or Phil Vickery.[11]

From 20 March 2010, This Morning increased from five to seven shows a week, with two new one-hour shows broadcast on the weekends, where Schofield and Willoughby presented pre-recorded links in between compilations of the week's programming. The weekend editions were later dropped from the schedule.[12]

The "Hub" interactive segment was heavily featured from 2010 until 2014. Presenters included Jeff Brazier (2013–14), Jenni Falconer (2013–14), Stephen Mulhern (2011–2014) Rylan Clark (2013–14), Emma Willis (2012–2014), Coleen Nolan (2010–2012), Samanthi Jayawardena (2010–2012) and Matt Johnson (2010–2013).[13][14]

On 21 August 2013, Carol Vorderman took her first steps towards a 2014 World Record attempt by doing a solo flight to 1,000 metres high, live on This Morning. Reporter Jenni Falconer covered the occasion.[15]

On 3 October 2013, This Morning celebrated its 25th anniversary. The programme was broadcast live from its original home at Albert Dock in Liverpool with presenters Phillip Schofield, Eamonn Holmes, Holly Willoughby, Alison Hammond and Ruth Langsford being joined by original presenters Richard Madeley and Judy Finnigan. Numerous historical clips of the show were aired, including Gene Pitney's miming gaffe from 1989. Keith Lemon presented the weather from the show's famous floating weather map, while Stephen Mulhern presented various items including 'The Hub Sub' (the 'Hub' on a submarine).[16] There was speculation concerning whether Fern Britton would return for the 25th anniversary; however, it was confirmed eight days beforehand that she would not.[17]

On 27 August 2015, This Morning broadcast the remaining weeks' shows from the South Bank due to the main studio having a revamp ready for the new series on 1 September. The new series had many changes, including a brand new set, theme music, titles and the new logo being painted onto the outside of the building.[18]

In February 2017, it was announced that The London Studios, where This Morning is filmed, were planned to close for large-scale redevelopment in early 2018, and that This Morning would be relocated to Television Centre during construction.[19][20] This move became permanent when ITV announced its intention to sell The London Studios in October 2018.[21][22]

In July 2017, at the start of the summer series, new titles were made to match Langsford and Holmes presenting the show. The titles were different from the usual design, showing a behind-the-scenes look from the doors to the studio, make-up props and room, clothing department and the art gallery with a view of the studio at fast speed with crew in the presenters' place.[23] The show was also retitled This Morning with Eamonn and Ruth. The regular series titles used since 2015 returned on 4 September, when Willoughby and Schofield returned to the show.

From 1 to 5 October 2018, This Morning celebrated 30 years on air. During the week, it broadcast a live wedding, a brief come-back of the classic weather map from Albert Dock (presented by Hammond), special opening titles, a new app, a live studio audience, a special 30 years bus (with correspondents Lisa Snowdon and Ore Oduba), as well as special games and guests.[24] On 2 October, an ITV special aired, entitled This Morning: 30 Unforgettable Years.[25] On 12 October, the show aired live coverage of the wedding of Princess Eugenie and Jack Brooksbank.[26]

From 6 January 2020, the programme was extended by 30 minutes following a live handover from Lorraine, which sees the show start at the earlier time of 10:00 as part of changes to the ITV daytime schedule.[27] In November 2020, it was announced that Holmes and Langsford would no longer do a weekly slot and would be replaced by Hammond and Dermot O'Leary. They took over the slot in January 2021.

On 7 February 2020, Schofield came out as gay in an interview on This Morning, where he stated that "with the strength and support of my wife and my daughters, I have been coming to terms with the fact that I am gay".[28][29]

In June 2022, amid the Platinum Jubilee of Elizabeth II, Schofield and Willoughby hosted an episode of This Morning at Buckingham Palace.[30]

David Cameron on the set of This Morning with Phillip Schofield and Holly Willoughby

On 8 November 2012, Phillip Schofield and Holly Willoughby interviewed then Prime Minister David Cameron. During the interview, Schofield presented Cameron with a list he had obtained from the internet of five people named as paedophiles in connection with the North Wales child abuse scandal.[43] The names of several former senior Conservative politicians were visible on the list.[44] Schofield was widely criticised for his action,[43] with broadcaster Jonathan Dimbleby describing his behaviour as "cretinous".[45] Cameron responded by warning against a witch hunt, "particularly about people who are gay". ITV's director of television, Peter Fincham, said that Schofield was "wrong" in confronting Cameron and said that the broadcaster had agreed to co-operate fully with government regulator Ofcom's investigation into the matter. The investigation was initiated after Ofcom received 415 complaints from viewers. Schofield later apologised, blaming a misjudged camera angle.[44] Schofield and ITV later paid £125,000 compensation to settle a libel suit from one of those falsely accused, Lord McAlpine.[46]

In 2018, viewers and commentators criticised a segment titled "It's A Toff Life". Producers set a series of challenges for former Made in Chelsea cast member Georgia Toffolo that included completing tasks required of staff in KFC and a sewage works.[47] Viewers deemed the segment "pathetically patronising" to watch Toffolo "slum it like ordinary folk for the day" and claimed the show was "patronising working class people."[48][49]

In December 2019, during the 2019 general election, Schofield and Willoughby were criticised for a "giggly" interview with then Prime Minister Boris Johnson.[50] The co-hosts' decision to take a selfie with Johnson was also criticised, and viewers raised a "lack of professionalism" and "clear bias". Schofield defended the stunt writing: "Can I point out that if Mr Corbyn had asked for a selfie, we would have happily obliged."[51] Viewers argued that the pair had been more critical when interviewing Jeremy Corbyn, who faced repeated calls to apologise for accusations of antisemitism in the Labour Party.[52][53] Viewers noted that Islamophobia in the Conservative Party was not raised with Johnson.[51] Ofcom received 149 complaints.[54]

On 5 September 2022, This Morning included a new prize of "energy bills" in their regular "spin to win" game. The prize equated to four months of payments, up to £400 each month. When a contestant failed to provide the qualifying passcode on air This Morning ended the phone call, prompting Willoughby to say, "Well, we're not going to make Joyce's dreams come true."[55] Schofield replied, "Well it's her fault."[55] Schofield asked the first qualifying contestant if they were "worried" about energy bills and the contestant replied that "it's absolutely murder" having a prepayment meter.[56] The inclusion of bill payments was compared to Black Mirror or The Hunger Games.[57] Coverage from Sky News asked "Is Russia using Phillip Schofield for propaganda?" after the game was reported on Russian state television.[58] British politician Mary Kelly Foy tweeted:

I'm disgusted that @thismorning have used people being unable to afford their energy bills as some kind of twisted gameshow. The producers need to rethink this immediately! Everyone deserves dignity, especially if they're struggling.[59]

On 6 September 2022, Schofield referenced the controversy by saying, "I wonder how much of that they can complain about online."[60] Ofcom received 170 complaints about the segment and it prompted widespread criticism from viewers and commentators.[61][62] Ofcom's broadcasting code states that: "We would strongly advise broadcasters not to present a monetary prize as a possible resolution of financial difficulty."[58] On 7 September 2022, the prize was removed without comment from ITV.[61]

On 17 September 2022, Schofield and Willoughby drew criticism for not joining The Queue with the public, when filming for This Morning at the lying in state of Queen Elizabeth II in Westminster Hall.[63] In a statement, ITV said that the pair was escorted from the press gallery by government staff and did not file past the Queen's coffin. Social media users contrasted this with the actions of other celebrities such as David Beckham,[64] Susanna Reid,[65] and Tim Vine[66] who queued for many hours with members of the general public. Online petitions were also organised calling for the pair to be sacked.

Schofield wrote in his memoir that in 2009, co-presenter Fern Britton accused him of meddling in the show and left because of this.[84] Since the departure of Schofield, several people involved in the show have alleged a toxic culture operated. Ruth Langsford made a complaint to ITV while she worked there.[85] Eamonn Holmes stated Phillip Schofield was "a narcissist and a bully at the centre of the toxicity."[86] Media personality and singer Kerry Katona described it as "fake" and her interview (as a guest) by Schofield and Willoughby "belittling".[87] Television personality and cleaner Kim Woodburn, who appeared on the show after leaving the Celebrity Big Brother house, branded Schofield and Willoughby "phoney" and "two-faced" on the show.[88] Dr Ranj Singh said in 2023 he had made an official complaint of a toxic culture and been managed out.[89] ITV confirmed an external adviser carried out an investigation in 2021.[90] Former Secretary of State for Culture Nadine Dorries questioned the culture and working practices of the show.[91] Questions over safeguarding and complaint handling by ITV have been raised generally and on 14 June Carolyn McCall answered to MPs on the Culture, Media and Sport Committee.[92][93][94] Loose Women panellist Carol McGiffin said This Morning was "tainted" and her colleagues did not like the show or Schofield's handover to them.[95] A former production staff member also criticised the working culture which led to her resignation.[96]

Schofield,[97] Hammond and O'Leary[98] all denied allegations of a toxic culture.[99]