Now ITV bosses are said to have given a proposal to an ITV focus group, which puts forward a plan to rejig the daytime schedule.The Mirror reports that at 6am there will be 30 minutes of news before Good Morning Britain hosts Susanna Reid and Piers Morgan take over.
Lorraine Kelly will be handed the reins at 9am for her Lorraine show, before Holly and Phil take over at 10am – half an hour earlier than their usual 10.30am start – for a "bumper" This Morning.
Bosses say the extra 30-minute show will feature "funny viewers' letters and emails".
ITV bosses are said to want the shows to have a "the feel of a continuous live broadcast featuring favourite and familiar faces".
They said: "The show would have more interaction between the end of each show and a smoother handover between presenters into the next show."
It added: "For example, Lorraine may chat with Phil and Holly to hand over each day."
The show would have more interaction between the end of each show and a smoother handover between presenters into the next show.
ITV has been deliberating over a permanent fix to replace The Jeremy Kyle Show – its most popular daytime programme – that regularly attracted one million viewers.
Currently Judge Rinder is in the coveted morning slot.
An ITV source said Holly and Phil – each reported to be earning around £600,000 – were the "natural number one choice" to fill the gap in the schedule.
The move would see firm friends Holly and Phil spend even more time together. It comes after their showbiz pal Declan Donnelly joked that ITV bosses "forced" the pair to holiday together.
Entertainment Daily has contacted ITV for comment.
Would you like to see more of This Morning? Head over to our Facebook page @EntertainmentDailyFix and let us know!