Watch out Holly and Phil, your crowns as the king and queen of daytime television could be under threat.
Sources tell Talk TV that Channel 4 are mounting a bid to take on the likes of This Morning and Loose Women.
C4 chiefs want to launch a new daily magazine-style show, addressing the hot topics of the week.
ITV have long had the monopoly with daytime telly over its competitors, wiping the board at awards show with their shows.
Meanwhile Channel 4’s schedule is dominated by repeats of American sitcoms and cartoons like The Big Bang Theory and The Simpsons.
Now telly bosses want to create a new programme fronted by two well-loved faces to give ITV a run for its money.
A source said: “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 its to succeed.
“The hope is to get it on air next year.”
Channel 4 famously tempted This Morning favourites Richard Madeley and Judy Finnegan after 13 years on the show.
The husband and wife team signed a two-year deal understood to be worth £2 million to present an early evening live talk show.
Names in the frame for the new programme include Channel 4 favourites Davina McCall, Alan Carr, Adam Hills, Maya Jama and Richard Ayoade.
Another option would be to broadcast in the slot left by The Jeremy Kyle Show, which was cancelled after a man who appeared on it committed suicide.
Judge Rinder is currently going out in its place, but it is not bringing in the 1.2 million viewers its predecessor pulled in daily.
Sources says Channel 4 would hope to tempt some lost viewers over to them.
