ITV's reigning daytime monarch, Lorraine Kelly, has taken the extraordinary step of publicly calling out her own employers over a scheduling decision she has labelled 'ridiculous' and 'bonkers'.
The veteran broadcaster took to her own show, Lorraine, to express her frustration after discovering ITV had chosen to air the new series Jamie & Spencer's Dream School in the exact same time slot as her own programme on the ITV Hub.
A Direct Clash on the ITV Hub
The conflict arises from ITV's strategy for its streaming platform. While Lorraine airs live on the main ITV channel from 9am, its replay on the ITV Hub is now going head-to-head with the new show featuring Jamie Laing and Spencer Matthews.
Kelly didn't hold back, telling her audience: "I think it's ridiculous. I'm sorry, but it's bonkers. Why would you put two shows on at the same time on your catch-up service? It doesn't make any sense."
Fierce Loyalty to Her Audience
Her criticism stems from a fierce loyalty to her viewers. She argued that the scheduling forces fans to choose between programmes, ultimately doing them a disservice. "You want people to be able to watch the programmes whenever they want to watch them," she stated emphatically.
The move is seen by many industry insiders as a surprising misstep for the channel, pitting two of its own assets against each other and potentially fragmenting its audience for no apparent gain.
From Reality Stars to Headteachers
The show at the centre of the storm, Jamie & Spencer's Dream School, sees the Made in Chelsea reality stars and 6 Degrees podcast hosts attempt to set up and run their own school for a week, teaching a curriculum based on their own life experiences.
Despite the clash, Kelly maintained a degree of professional courtesy, wishing her colleagues well while still vehemently disagreeing with the network's decision, showcasing the unique dilemma of a star criticising her own channel's strategy live on air.
