Holly Willoughby and ITV believe Phillip Schofield's recent emotional statement has "made things worse".
The presenter and Holly have fronted This Morning together for many years but it was recently reported that their off-screen friendship was "cooling".
It prompted Phil to issue a statement where he admitted that "the last few weeks haven't been easy for either" of them and he has always been grateful for the support of Holly and everyone around him.
Sources claimed neither Holly nor ITV knew about the sudden statement.
Insiders have said ITV and Holly believe that statement has made the situation worse.
One said: “This Morning’s relationship with its viewers is built on trust, and they have to believe that Holly and Phil’s friendship, and what they’re watching, is real.
"While there was a bit of noise and speculation about their relationship cooling, it could have easily been ignored.
"But by putting this statement out there, he has turned what was a manageable situation into a feeding frenzy. If viewers now no longer believe in the pair, and make their views clear next week, make no mistake, ITV will act.
"Phil’s position is looking increasingly precarious. Monday is very much D-day, but the same could apply to any day next week. No one is bigger than the brand.” The source said the irony over speculation about Schofield’s relationship with Holly is that while it has changed over the years, the claims about tensions behind the scenes were “massively overblown."
The insider added: "Yes, they aren’t as chummy as before, but any suggestion they were at loggerheads and not talking off-air was false.
"But despite not meaning to, Phil’s public statement has now created this perception, and if that cuts through to the viewers, it’s over."
His and Holly’s contracts are up at the end of the year, with negotiations set to start on any potential renewal in the summer.
Another TV insider pointed out: “Put it this way, Phil is not in the middle of a five-year deal. There is a natural cut-off point if viewers no longer believe in them as a duo."
Schofield recently returned to the show, which pulls in around two million viewers, after taking leave around his brother Timothy’s sex abuse trial at Exeter crown court last month.
The 54-year-old pervert was convicted of 11 sexual offences involving a child between October 2016 and October 2019.
Schofield has been a regular presenter on This Morning since 2002 alongside hosts including Fern Britton and Amanda Holden.
Last year, he and Holly faced criticism over claims they skipped the massive queue for the late Queen’s lying in state after her death in September.
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