Morning Live presenters Kym Marsh and Gethin Jones have insisted there is strictly no rivalry with Holly Willoughby and Phillip Schofield.
The BBC hit airs weekdays at 9.15am, while This Morning kicks off at 10am.
Morning Live hosts hit back at Holly Willoughby and Phillip Schofield comparisons
He added: “But the idea of our show is to offer something different and topical because of the situation we’re in at the moment.”
The 44-year-old said: “I can’t imagine me and Geth going out celebrating and then going to work in the same clothes we had on as the night before.
“That was brilliant!”
What do viewers think?
However, some fans aren’t so convinced.
Taking to Twitter, one shared: “Is this new Morning Live show they’re doing basically the BBC version of This Morning? No thanks.”
While others appeared to love the BBC’s new format.
One wrote: “Great team to start the day! Well done @GethincJones and @msm4rsh for a lighthearted, informative and very enjoyable show. Very natural and personable presentation style too.”
A second commented: “Really enjoyed the show, found it both informative and entertaining.”
Morning Live is initially set to run for 40 episodes, which will take it up to Christmas.
However, there is reportedly an option for it to extend into 2021.
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