This Morning: ITV’s Long-running Weekday Magazine Programme
Introduction: Why this morning matters
This Morning is a staple of British daytime television, broadcasting live every weekday from 10:00 am. Since its debut on 3 October 1988, the programme has offered viewers a mix of news, lifestyle features and cookery segments, making it a relevant and enduring part of the ITV schedule. Its long run and daily presence underline its importance to audiences who tune in for practical features, interviews and light entertainment during the daytime slot.
Main body: Overview and format
Origins and creators
The programme was created by Dianne Nelmes and first aired on 3 October 1988. Over the years it has established a familiar format as a magazine-style show that blends topical discussion with practical lifestyle content.
Presenters and content
This Morning has featured a roster of well-known presenters. Names associated with the programme include Phillip Schofield, Holly Willoughby, Ruth Langsford and Eamonn Holmes. The show’s content covers a range of subjects typical of a daytime magazine format, notably lifestyle features and cookery demonstrations, alongside interviews and news-related discussions.
Broadcast platforms and accessibility
The programme is broadcast on ITV and is available live every weekday from 10:00 am. In addition to ITV’s linear channel offering, This Morning promotes its presence across platforms including ITV1, ITVX and STV. The official This Morning YouTube channel also invites viewers to join the show each weekday from 10am, reflecting the programme’s effort to reach audiences across traditional broadcast and digital platforms.
Conclusion: Significance and outlook
With a consistent weekday slot since 1988 and a format centred on lifestyle, cookery and topical discussion, This Morning remains a prominent feature of British daytime television. Its multi-platform presence on ITV1, ITVX, STV and YouTube supports continued accessibility for viewers. Given its longevity and established format, the programme is likely to retain significance for daytime audiences seeking a mix of practical features and light current affairs coverage.
