It's the jewel in ITV's daytime programming crown and has been hooking viewers since 1988 - but who has presented This Morning?
The show has seen some of TV's best partnerships take the reigns and has not been short on controversy over the years, either.
Here's who has held the regular and guest presenting roles from its early days through to its current success.
Richard and Judy (1988 - 2001)
Veterans of daytime TV Richard Madeley and Judy Finnigan were the faces of This Morning for its first 13 years on air.
The husband and wife team are still forever associated with the show to a certain generation of viewers and won four National Television Awards for most popular daytime show.
This Morning's early years were spent at Albert Dock in Liverpool before moving to its London home in 1996 and expert guests included Dr Chris Steele who still contributes to the show now, the late agony aunt Denise Robertson, and the now-disgraced weatherman Fred Talbot.
It was a hugely emotional day for Madeley and Finnigan when they presented their last show in 2001, although they continued to host together on various other shows and Madeley now has a regular role at Good Morning Britain.
Fern Britton and Phillip Schofield (2002 - 2009)
Madeley and Finnigan's departure saw a less-than-smooth handover to the new presenters - they were originally replaced by Coleen Nolan and Twiggy, but poor ratings led to Twiggy being swiftly axed and Nolan staying on until the end of 2001 with Friday presenter John Leslie, before being replaced by Leslie's Friday co-host Fern Britton.
However, in 2002 Leslie was dropped when he was alleged to have raped Ulrika Jonsson when she was a teenager, and was replaced by Phillip Schofield.
For a good few years, things settled in nicely for the This Morning hosts who became known for their good friendship and shared sense of humour.
But a storm was brewing again by 2009, when Britton left under a cloud of rumours about ITV paying her significantly less than her co-star, and an apparent row with Schofield over him meddling in the editorial content.
They had an awkward reunion in 2018 when Britton appeared on the show via video link to congratulate Schofield and her successor Holly Willoughby on a Bafta recognising the show's 30 years on air.
Britton said: "Congratulations on Bafta. That was absolutely wonderful and brilliant, and I would have loved to have been there, but I didn’t get an invitation..."
The row also spilled over onto Twitter afterwards as Schofield tried to insist she had been invited, although Britton was adamant she hadn't been.
Her husband Phil Vickery stayed on as one of the regular celebrity chefs at This Morning, but they split after 20 years of marriage in 2020.
Holly Willoughby and Phillip Schofield (2009 - present)
Schofield has now been at This Morning for even longer than Madeley and Finnigan, co-hosting with Britton's replacement Holly Willoughby.
The pair's friendship is a hit with viewers, who have loved seeing them giggle their way through many an episode and even present in awards show outfits from the night before after one of their annual successes as best daytime TV show at the National Television Awards.
Willoughby and Schofield host Dancing On Ice together too and have even been known to holiday with each other's families.
In February 2020, Willoughby was by her friend Schofield's side as he came out live on air, announcing that his wife and daughters had been helping him accept that he was gay.
Fern Britton and John Leslie (2001 - 2002)
Friday guest presenters have been a tradition since Madeley and Finnigan's day as they always presented Monday to Thursday.
The first regular Friday hosts for one season only were Ross Kelly and the late Caron Keating, who were replaced by Fern Britton and John Leslie.
Thanks to a change at the top after Madeley and Finnigan's exit, both quickly moved to the main presenter roles - but Leslie's success was shortlived as he was axed following the Jonsson allegations where Matthew Wright named him as the "acquaintance" that she said had assaulted her.
Eamonn Holmes and Ruth Langsford (2006 - 2020)
Taking on the role of Friday hosts for a staggering 14 years were husband and wife team Eamonn Holmes and Ruth Langsford.
A hit with viewers despite Holmes' straight-talking style with many of the show's guests, it was a controversial move in 2020 to reduce their duties to school holiday presenters.
The pair graciously encouraged viewers to be welcoming to their replacements Alison Hammond and Dermot O'Leary, but Holmes has since quit as holiday host after being offered a new job at GB News.
Alison Hammond and Dermot O'Leary (2021 - present)
Alison Hammond had been a part of the This Morning family for many years when she was announced as the new Friday host, and Dermot O'Leary was a popular ITV presenter.
However, the shake-up raised eyebrows as it meant ousting long-standing favourites Holmes and Langsford.
The newest presenting duo have been honest that they didn't see eye to eye to begin with, as Hammond revealed to Lorraine: "We knew each other but we didn't hang out with each other. We still don't hang out with each other.
"We were thrown together on a Friday a bit like an arranged marriage and it took about two months before we became comfortable."
Both admitted there were things they didn't like about each other to begin with, although they seem to be getting on fine now.
The show has welcomed a huge list of guest presenters over the years to fill in for illnesses and absences, with some like Ruth Langsford and Alison Hammond going on to land more regular work.
Reality TV stars are always a popular addition to the cast - Rylan Clark, Georgia "Toff" Toffolo, Kem Cetinay and Josie Gibson have all gone down well with viewers and Gibson recently secured a bigger role after filling in for Willoughby while she was off with a stomach bug.
Not every guest appearance has gone smoothly - Amanda Holden had filled in for Willoughby before but has had a very public spat with Schofield in recent years after she felt she was snubbed by not being brought in to cover while Willoughby did I'm A Celebrity in 2018.
Rochelle and Marvin Humes are the latest husband and wife team to have hosted the show and Rochelle has been kept on as a regular cover presenter since filling in for Willoughby during her I'm A Celebrity stint.
Watch: Phil and Holly crack up after Miriam Margolyes breaks wind