When Holly Willoughby stepped down from This Morning it created one of the most sought-after vacancies in television.
And while some well-known names are throwing their hats in the ring, a relative unknown is emerging as one of the frontrunners.
Storm Huntley, 36, who presents segments on Channel 5’s Jeremy Vine programme, is rumoured to be one of the favourites.
Meanwhile, ITV has demanded staff declare at-work relationships amid the Phillip Schofield scandal.
Ms Huntley has had a similar career to Ms Willoughby, having worked on CBeebies show Down On The Farm since 2015.
Storm Huntley, who presents parts of Jeremy Vine on Channel 5 is rumoured to be one of the favourites to replace Holly Willoughby on ITV’s This Morning
Ms Willoughby (pictured with Alison Hammond, left This Morning earlier this month after hosting the show for 14 years
Ms Willoughby, 42, who quit This Morning earlier this month after 14 years, also has a background in children’s television, hosting CITV’s Ministry of Mayhem in 2004.
The Scottish host has a similarly clean-cut image to Ms Willoughby, documenting her family life with her one-year-old son Otis and rocker husband, Kerr Okan of band The LaFontaines, on Instagram.
Amid rumours of a potential appointment last week, Ms Huntley said on Instagram: ‘Very flattering but I think there may be a scheduling issue there.’
Ms Huntley started as a researcher at BBC Scotland, and then moved to STV Glasgow in 2014 as a weather presenter. She joined CBeebies the next year as well as The Wright Stuff, now called Jeremy Vine.
A number of people are thought to be in the running, such as part-time hosts Alison Hammond, Rochelle Humes, Josie Gibson as well as Kate Garraway and Davina McCall.
Meanwhile, ITV has issued a new document, The Personal Relationships At Work Policy, which asks staff if their associations with each other are sexual, romantic and even platonic.
Ms Huntley, who started off as a researcher at BBC Scotland, joined Channel 5’s The Wright Stuff, now titled Jeremy Vine, in 2015
According to The Sunday Times, it says: ‘If a personal relationship exists between you and another colleague (whether it started prior to or during the course of your employment or engagement with ITV), both parties must disclose this to the company at the earliest opportunity.
Those who breach the policy could suffer disciplinary action and the loss of their job.’
One ITV worker said the document was ‘properly mad’.
It comes amid an investigation into the conduct of ex-This Morning host Schofield, 61, who had an affair with a younger male colleague.
He left the show after admitting to lying to bosses about the relationship, which he said was ‘unwise but not illegal’.