Comment: NTA Awards show how viewers have deserted This Morning


The NTA or National Television Awards 2023, handed gongs out last night, with all the usual suspects be honoured, again(!), with the notable exception of scandal mired ITV show This Morning.

NTA Awards 2023

We’ll get to This Morning in a bit, but Happy Valley actress Sarah Lancashire was given an award for Drama Performance, and a posthumous Factual award went to Paul O’Grady: For the love of dogs, following the star’s tragic death earlier this year.

Eastenders won the soaps race to win best Serial Drama and Strictly Come Dancing won a gong for best Talent Show.

Netflix show Young Sheldon picked up best Comedy award and the Traitors rightly won best Reality Show

TV winners: Full list of NTA 2023 recipients.

The NTAs are important because they are voted exclusively by the great British public, so it is telling that ITV’s stalwart This Morning, 12 years a winner, was totally snubbed by viewers.

This Morning

What it tells us is that the viewing public don’t like it when the presenters or the show becomes the story. Things fell apart for the ITV morning show earlier this year when long-standing presenter Phillip Schofield sensationally quit after allegations about his private life and a sexual relationship with a much younger male colleague engulfed the show.

Fans deserted This Morning in their hundreds of thousands and even the return of Holly Willoughby this week fell flat.

Worse still, erstwhile rising star Alison Hammond has been criticised after she ‘mounted’ TV legend Jason Donovan in what some say was a very ‘uncomfortable’ and highly inappropriate behaviour for a daytime TV presenter – had a male presenter acted this way with a female celebrity we’d be looking at another scandal moment.

It all reeks of desperation for the show, which continues to haemorrhage viewers and must surely now have had its day.

ITV bosses might now want to do the only humane thing left to end the daily cringe-fest that This Morning has become and put it and any remaining viewers out of their misery.