ITV's beleaguered daytime flagship, This Morning, is facing a fresh crisis as its new hosting duo fails to stop a dramatic exodus of viewers. Since taking over the reins from Phillip Schofield and Holly Willoughby, Ben Shephard and Cat Deeley have been met with a wave of criticism and dwindling audience figures.
Fans of the long-running programme have taken to social media to express their disappointment, with many labelling the new era as 'awkward', 'cringeworthy', and a pale imitation of its former self. The criticism appears to be reflected in the show's performance, with reports indicating ratings have hit a worrying new low.
A Tough Crowd: Viewer Backlash Goes Viral
Disgruntled viewers haven't held back on platforms like X (formerly Twitter). One user bluntly stated the show had become "so awkward" to watch, a sentiment echoed by countless others. Another criticised the hosts' dynamic, calling it "painful" and accusing them of trying too hard to replicate the chemistry of previous pairs.
The backlash has been swift and severe, suggesting that the programme's producers have a significant challenge on their hands to win back the trust and affection of its once-loyal fanbase.
Filling Big Shoes: The Aftermath of a Scandal
Shephard and Deeley stepped into roles left vacant after one of the most tumultuous periods in the show's history. Phillip Schofield's dramatic exit in May 2023, following revelations of an affair with a younger colleague and a subsequent fallout with co-host Holly Willoughby, left the show's reputation in tatters.
Willoughby herself then departed the show months later in October, citing an alleged kidnap plot as the reason for her exit. This double blow created a vacuum that the new hosts have struggled to fill, with audiences seemingly reluctant to embrace the new format and presenting style.
What's Next for the Morning Staple?
With ratings under pressure and public opinion seeming to sour, ITV executives will be under pressure to re-evaluate the show's direction. The question now is whether they will give the new team more time to settle in or consider another shake-up to halt the decline of this television institution.
For now, the atmosphere surrounding This Morning remains clouded with uncertainty, a far cry from the sunny disposition it tries to project on screen every weekday.
