Holly Willoughby is facing fresh criticism following reports that she is set to sign a lucrative new deal with ITV's This Morning, which would see her present the show solo. The proposed contract change comes weeks after rumours that the presenter was prepared to quit following the Phillip Schofield scandal.
The reports have sparked a backlash, with many branding the pay rise 'disgusting' amid the ongoing cost of living crisis. One online commenter said Holly would be “laughing all the way to the bank”, while another slammed the move at a time “when so many people struggle to pay their way and work full time on minimum wage”.
However, PR expert Mark Borkowski told OK! that it is right Holly should be rewarded if ITV plans for her to steady the sinking This Morning ship. After her summer holiday in Portugal, the 42-year-old will return as the main presenter, joined by a rotating list of co-hosts such as Josie Gibson, Alison Hammond and Dermot O’Leary.
Borkowski acknowledged that the pay rise has angered some members of the public, when many people are almost reduced to having to “heat cans of beans with candles”. But he added, “What’s Holly expected to do? Like footballers, TV personalities often have a very, very short shelf life.” He noted that she has a team of people working for her, from lawyers to managers, stylists to publicists, and must pay them all to stay at the top.
If Holly takes on the solo role, there is added pressure for her to deliver a shining performance. Borkowski said: “To make this work, she’s got to deliver on screen and be very careful in terms of what she does publicly... She needs to win a series of battles with the public. She needs to get them back in love with her and to put what’s happened recently behind her.”
