ITV This Morning faces huge changes as boss Martin Frizell quits programme

ITV's flagship show This Morning is bracing itself for a significant revamp following the departure of its long-serving editor, Martin Frizell. After a decade at the helm, during which the programme scooped numerous awards, including a Bafta and seven National Television Awards, Mr Frizell has decided to step down.

Insiders claim that his exit will trigger a "major overhaul" of the show, with some speculating that a new presenting team will be brought in to breathe fresh life into the brand. The programme has been struggling to recover from the negative publicity surrounding Phillip Schofield's departure last year, after he admitted to an "unwise but not illegal" affair with a younger runner on the show.

A source revealed: "This really is the end of an era for daytime telly; huge changes are afoot. The show has never truly recovered from Holly and Phil's departure, and this is a chance to move on from the old guard and bring in fresh faces to detoxify the brand once and for all."

Despite the talent of current hosts Cat Deeley and Ben Shephard, their on-screen chemistry has failed to replicate the magic of Holly and Phillip in their prime. The hope is that a few strategic tweaks, including the introduction of new presenters and exciting features, can make a significant difference.

Mr Frizell has announced his decision to leave his role at ITV, citing a need to prioritise his growing family commitments. His wife, esteemed TV presenter and journalist Fiona Phillips, was diagnosed with Alzheimer's disease at the age of 61 after experiencing anxiety and confusion, reports the Mirror.

Mr Frizell said: "Next year I'm expecting my family priorities to change so I need to free up time for them."

"I love my team at ITV and will miss them and the thrill of live telly but it's an always on, 24 hours a day, seven days a week commitment and I won't be able to do both. It's been a privilege to lead truly great presenters and producers."

Reflecting on his accomplishments, he shared: "Between us we've turned out more than six thousand hours of live topical telly, that's around 20,000 items and whilst the gongs are always nice, I'm most proud of the change we made to so many lives, even saving a fair few with our campaigns on anti-suicide, menopause, testicular cancer and 'how - to' items. This juggernaut is the toughest test for any broadcast journalist."

Despite speculation about his successor with current Associate Editor Vivek Sharma being the likely candidate, ITV is set to advertise the £155,000 a year role publicly. Under Mr Frizell's leadership, the programme has taken on impactful campaigns addressing issues such as suicide, menopause, and testicular cancer, according to reports from The Sun.

However, this change could lead to significant alterations to the programme, which first aired in October 1988. The fiery editor announced his departure yesterday in an internal email to all staff - minutes before the official announcement from broadcast bosses.

His departure follows that of Mr Schofield and Holly Willoughby, who quit last year after a 14-year stint.