Loose Women

The rise and rise of daytime TV

This Morning's 30th anniversary episode saw the show's biggest audience for nine years (Credit: ITV)

Daytime TV has long been the butt of comedians’ jokes. In an episode of Mock the Week last year, Hugh Dennis pretended to be a weary daytime announcer: “Well, because they’re all the same, and I can’t be bothered to announce them all, here’s Flog Dickinson’s Antiques Sun Hammer Pointless Breakout in the Country… finishes at 5pm.”