This Morning: Britain’s Long‑Running Daytime Magazine Programme
Introduction
This Morning is a central fixture in British daytime broadcasting, combining lifestyle features, cookery segments and topical discussion for a broad UK audience. First broadcast on 3 October 1988, the programme’s longevity and daily live format make it a noteworthy example of sustained popular daytime television. Its mix of practical features and headline discussion keeps it relevant to viewers seeking both entertainment and information mid-morning.
Main body
Format and schedule
This Morning is a magazine-style show transmitted live every weekday from 10:00 am. Historically broadcast on ITV, the programme’s reach extends across ITV1, the streaming service ITVX and regional channel STV, reflecting a multi-platform approach to reach audiences who watch on traditional television and online.
Creation and contributors
The series was created by Dianne Nelmes and is structured around topical interviews, lifestyle pieces and practical demonstrations such as cookery. Over the years it has featured a number of prominent presenters; credits list contributors including Phillip Schofield, Holly Willoughby, Ruth Langsford and Eamonn Holmes. Their involvement underlines the show’s emphasis on presenter-led conversation alongside expert contributors and guest appearances.
Content and reach
As a magazine programme, This Morning blends lighter lifestyle content—such as cooking demonstrations and consumer features—with discussion of current stories, allowing a range of segments within a single broadcast. The official This Morning YouTube channel complements the live show by sharing highlights and clips, inviting viewers to engage with content beyond the scheduled 10am broadcast.
Conclusion
After more than three decades on air, This Morning’s combination of live weekday scheduling, presenter-led segments and a mix of lifestyle and news content secures its place in the UK daytime schedule. Its presence on ITV1, ITVX and STV, together with an official online channel, suggests the programme will continue to adapt across platforms while serving viewers who look for a blend of practical features and topical conversation each morning.