Morning Live presenters Kym Marsh and Gethin Jones have disputed the idea that there is any rivalry between their new BBC morning show and ITV's This Morning.
Kym and Gethin are the co-hosts of BBC One's new live, daily magazine show Morning Live, which discusses the latest news and trends, as well as topical content and expert advice.
But the pair recently told OK! magazine that they're not trying to compete with Holly Willoughby and Phillip Schofield, despite the similarity between both shows.
"I just don't see that [rivalry]," said Gethin. "Morning Live is just to offer something different.
"The options elsewhere are brilliant. Holly and Phil are fantastic, Lorraine Kelly is the queen of what she does and I had the pleasure of working with her on Daybreak many moons ago.
"But the idea of our show is to offer something different and topical because of the situation we're in at the moment."
One moment that Schofield and Willoughby are particularly famous for is turning up to work still dressed in their outfits from The National Television Awards the night before, having been out partying all night.
And Morning Live's hosts joked that we shouldn't expect to see the same from them, with former Coronation Street star Kym saying: "I can't imagine me and Geth going out celebrating and then going to work in the same clothes we had on as the night before. That was brilliant!"
But that doesn't mean they aren't looking forward to letting their hair down with their crew, with any launch celebrations having been postponed by the UK COVID-19 lockdown.
"I think Kym and I are both excited about the prospect of going out and having dinner and a drink, as you would normally do at the end of the week with the team," The One Show presenter Gethin also added.
"I look forward to the day we can go out and really work out what we're like."
Morning Live launched on BBC One on October 26 and sees Gethin and Kim presenting "a lively and entertaining mix of topical content and expert advice".
When first announcing the show, the BBC described it as being "designed to kick-start the day and reflect the mood of the nation", with familiar faces including Rav Wilding, Dr Xand van Tulleken and Sabrina Grant also appearing.
Morning Live airs weekdays at 9.15am on BBC One. This Morning airs weekdays at 10am on ITV.
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