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However their crowns may be in danger after reports Channel 4 is set to launch a rival show.
Sources told The Mirror that the television giant is planning to launch a new magazine-style show to take on This Morning and Loose Women.
Channel 4 bosses reportedly want the show to debate the hot topics of the week as well as showcasing human interest stories.
According to reports Channel 4 wants the show to be fronted by two well-loved stars similar to This Morning.
A source told The Mirror: “Channel 4 has been wanting to launch a daytime show for over a year but the wheels are firmly in motion now.
“They are listening to pitches from production companies next month.
“They’re eyeing up the This Morning and Loose Women slot, knowing how popular both shows are for ITV.
“But they know they need to get the format spot on if it’s to succeed.”
They added: “The hope is to get it on air next year.”
Express.co.uk has contacted a representative at Channel 4 for comment.
Another option being considered, according to the TV source, is to air the new daytime show in the slot The Jeremy Kyle Show used to fill before it was taken off air.
Sources have reportedly explained Channel 4 bosses hope their new show can tempt some of the viewers that were fans of the axed talk show.
Hot favourites to front the new programme include Davina McCall, Adam Hills and Richard Ayoade.
Earlier this week, Judy Finnigan scolded husband Richard Madeley when they were guests on their former show.
During their appearance Richard revealed how odd it felt to be guests on the show rather than the ones asking the questions.
Hosts Rochelle Humes and Mollie King suggested Richard could read the ‘what’s coming up next’ cue and he agreed.
Richard turned to the camera and said: “I’ll do this. Well the thing is, because I usually film next door in the Good Morning Britain studio, so I do feel a little bit at home.”
But before he could start reading from the autocue, Judy jumped in and asked: “Why shouldn’t I do it?”
“Why shouldn’t Judy do it? Do you want to do it?” Richard hit back.
“You’re not Piers Morgan, and I’m not Susanna Reid,” she quipped taking a swipe at the star’s stints on Good Morning Britain.
Good Morning Britain airs weekdays on ITV at 6am.