This Morning is a British daytime magazine programme that is broadcast on ITV. It debuted on 3 October 1988 and is broadcast live every weekday from 10:00 am to 12:30 pm across the United Kingdom and Ireland. The programme features a variety of news, as well as show business, fashion, beauty, lifestyle, home and garden, food, tech, live phone-ins, and competitions. The programme is broadcast on ITV1, STV or UTV (depending on ITV region) across the British Islands and on Virgin Media One in the Republic of Ireland. The show was originally presented by husband and wife duo Richard Madeley and Judy Finnigan for more than a decade after its launch. It is currently presented by a set of rotating presenters consisting of Alison Hammond, Dermot O'Leary, Ben Shephard, Josie Gibson, Rochelle Humes, Craig Doyle, Rylan Clark and Cat Deeley, following the departures of Phillip Schofield and Holly Willoughby during 2023. The daytime programme has aired on ITV for over 35 years, making it one of the longest-running daytime programmes on British television.[citation needed] It won the National Television Award for Best Daytime/Live Magazine Show for 18 years running, from 1998 to 2022.