At first glance, daytime television seems to be the same as it has always been. Estate agents mull the potential of drab flats, Countdown contestants come up with rude words while bizarre debates continue to rage on topical shows. Recent examples include: “Is it OK to let a dog wee on someone’s lawn?” and “Has Halloween become too sexy?”.
If you look closer, though, daytime TV is in trouble – and has been for a while. It started when Channel 5 unexpectedly dropped the Australian soap Neighbours, resulting in a high-profile finale (although it was later revived by Amazon). Then, ITV’s This Morning, the jewel in the station’s daytime crown, lost its lustre. It began with outrage over a dystopian spin-to-win quiz, in which viewers competed to have their energy bills paid, and allegations that Phillip Schofield and Holly Willoughby skipped the queue to see the Queen lying in state. It ended with Schofield quitting after admitting an affair and Willoughby stepping down after a failed kidnapping plot.
