ITV are planning a major overhaul of their daytime programming which would see 'This Morning' extended by half an hour.
Holly Willoughby and Phillip Schofield
Bosses are said to be examining their options to fill the 9.25am to 10.30am slot left by the axing of 'The Jeremy Kyle Show' and are hoping to make the morning shows "more of a live event".
According to a proposal submitted to a focus group and seen by the Daily Mirror newspaper, the morning would begin with half an hour of news, and then 'Good Morning Britain' - which is hosted by Piers Morgan and Susanna Reid - will move 30 minutes later to a 6.30am start time.
Lorraine Kelly's 'Lorraine' will then air from 9-10am, a change from its current 8.30-9.25am slot and she will hand over to Phillip Schofield and Holly Willoughby for a bumper edition of their magazine show.
The "earlier helping" of the show would incorporate "funny viewers' letters and emails."
The proposal stated: "From crying with laughter at naughty pictures innocent kids have drawn to recalling personal funny and relatable anecdotes.
"Nothing is off limits as they talk about the stories and pictures of the day that have grabbed their attention.
"The show would have more interaction between the end of each show and a smoother handover between presenters into the next show.
"Eg. Lorraine may chat with Phil and Holly to hand over each day."
It is understood production companies were asked to pitch programme ideas for the current vacant slot - which is being temporarily occupied by 'Judge Rinder' - but ITV worry a new show would struggle to find an audience and be compared to 'The Jeremy Kyle Show', which was axed following the apparent suicide of a guest who had failed a lie detector test.
As a result, it is felt Holly and Phillip were the "natural number one choice" to take the slot.
However, an ITV insider confirmed bosses are "looking at different ideas" but insisted no decisions have been made.
Tagged in Holly Willoughby Phillip Schofield Lorraine Kelly