The BBC has confirmed plans to launch a new daytime show that is reportedly being positioned as a rival to ITV's long-running This Morning.
Launching in November, the new show will begin immediately after BBC Breakfast at 9.15am on BBC One - putting it in direct competition with Lorraine and the first hour of This Morning.
According to the Daily Mail, the BBC has yet to pick the presenters of the new show but frontrunners are said to include Rylan Clark-Neal, Alex Scott, Stacey Dooley, Gethin Jones, Ore Oduba, Angellica Bell and Kym Marsh.
Carla-Maria Lawson, the BBC's head of daytime and early peak, said: "Following the success of shows such as HealthCheck UK Live, Daily Kitchen Live and Your Money and Your Life with a mix of good company and expert advice reflecting their concerns, we're excited to be bringing a new daily, topical live programme to BBC1 at 9.15 following BBC Breakfast, and look forward to sharing more details soon."
A source told the newspaper: "BBC Breakfast beats Good Morning Britain every day and The One Show is one of the channel's most loved and popular programmes, so the concept is based on that.
"The thinking is that if they can put a daytime version of the show on straight after BBC Breakfast, they'll keep some of those viewers, and will follow the same formula as The One Show but with segments tailored to a new daytime audience.
"Everyone at the BBC is very excited about this. They know that this could be quite the rival for This Morning, for the first time ever."
The new show will replace Homes Under The Hammer and Island Medics in the BBC One schedule.