The world of daytime television is no stranger to drama, but the latest controversy surrounding ITV’s This Morning has sent shockwaves through the industry. At the center of the storm is Cat Deeley, the beloved presenter who, alongside Ben Shephard, took over as the permanent host of the show in February 2024. Deeley, a seasoned television personality with a career spanning over two decades, has faced a tumultuous few months in her new role. However, a recent statement from a fellow This Morning star, claiming they “work harder and deserve more” than Deeley, has sparked a furious reaction from the presenter and ignited a firestorm of speculation about her future on the show. This article explores the details of the controversy, the individuals involved, the public’s response, and what this means for the future of This Morning.

The Statement That Sparked the Fire

According to reports from The Sun and Daily Mail, a This Morning star, identified as Ashley James, a 38-year-old former reality star and regular guest panellist on the show, made a bold claim in an interview with The Sun. James, who has become a fan favorite for her appearances on This Morning’s View alongside Gyles Brandreth, expressed her ambition to secure a permanent presenting role similar to Deeley’s. In a candid moment, she stated, “I’ve always said that I’m always there when the time comes… I kind of follow where my interests are, and it’s got me to where I am today, and I’m always going to work harder than anyone else.” While James did not explicitly name Deeley, the implication was clear to many: she believes she works harder and deserves a more prominent role, potentially even Deeley’s coveted position as main host.

The statement was perceived by some as a direct jab at Deeley, who has been navigating the challenges of stepping into the high-profile role previously held by Holly Willoughby and Phillip Schofield. Sources close to Deeley, as reported by The Mirror, claim that the presenter was “furious” upon hearing James’s remarks, feeling they undermined her contributions to the show. Deeley, who has a storied career hosting shows like SMTV Live, So You Think You Can Dance, and Stars in Their Eyes, reportedly viewed the comment as disrespectful, given her extensive experience and the effort she has put into revitalizing This Morning amid declining viewership.

Who is Ashley James?

Ashley James, the star at the heart of the controversy, first rose to prominence in 2012 as a cast member on E4’s Made in Chelsea. After leaving the reality show a year later, she carved out a career in media, appearing on Celebrity Big Brother in 2018 and establishing herself as a presenter and commentator. On This Morning, James has become a regular face, offering opinions on current affairs during the show’s daily segment This Morning’s View. Her relatable demeanor and outspoken nature have earned her a loyal fanbase, but her recent comments have drawn mixed reactions.

In her interview with The Sun, James reflected on her journey, noting that she started in the entertainment industry with “no contacts” and that her goal was always to appear on This Morning, a show she “grew up idolizing.” She emphasized her work ethic, stating, “I’m always going to work harder than anyone else.” While her ambition is undeniable, some viewers and insiders interpreted her words as a slight against Deeley, suggesting that James believes she is more deserving of the main presenter role.

Cat Deeley’s Response and the Backlash

Deeley, known for her professionalism and warm on-screen presence, has not publicly addressed James’s comments directly. However, sources close to the presenter claim that she was deeply upset by the implication that she is less hardworking or deserving of her role. An insider told The Mirror, “Cat was furious when she heard what Ashley said. She’s worked incredibly hard to establish herself as the face of This Morning, and to have someone suggest they deserve her job more is a real blow.” The source added that Deeley feels her decades of experience in television, both in the UK and the US, speak for themselves and that she has been instrumental in stabilizing the show after a turbulent period.

Deeley’s supporters have rallied around her, pointing to her impressive track record. Since joining This Morning, Deeley has brought a fresh energy to the program, tackling challenging interviews, such as the emotional discussion with the parents of a child killed in a car accident, and engaging in lighthearted moments, like performing a dance routine for The Perfect Couple. Her ability to balance professionalism with relatability has been praised by many viewers, though the show has faced criticism for failing to recapture its former viewership highs.

On social media, particularly on platforms like X, fans have been vocal in their defense of Deeley. One user wrote, “Cat Deeley is a legend in TV. She’s been doing this for years and makes This Morning watchable. No one works harder than her!” Another commented, “Ashley James needs to show some respect. Cat’s earned her place, and throwing shade like that is uncalled for.” However, James has also garnered support from some fans who admire her ambition and believe she would be a strong contender for a permanent presenting role. One X user posted, “Ashley James is a breath of fresh air on This Morning. She’s not afraid to speak her mind, and I’d love to see her as a main host!”

The Context: This Morning’s Tumultuous Year

To understand the weight of this controversy, it’s essential to consider the broader context of This Morning’s recent challenges. The show, a staple of British daytime television since 1988, has faced significant upheaval over the past two years. The departures of long-time hosts Phillip Schofield and Holly Willoughby in 2023, amid personal scandals and allegations of a toxic workplace culture, left the program in disarray. Schofield’s exit followed the revelation of an “unwise but not illegal” affair with a younger colleague, while Willoughby stepped down after a terrifying kidnap and murder plot against her was uncovered.

Deeley and Shephard were brought in to “steady the ship,” as one source put it, but the transition has not been without its challenges. Viewership figures have plummeted, with the show averaging around 486,000 viewers per day in 2024, compared to over 1 million in 2023 and 2.7 million in 2018. Critics have argued that the show feels “dated” and that Deeley and Shephard, while talented, have struggled to fill the void left by their predecessors. Deeley has also faced scrutiny for her presenting style, with some viewers accusing her of “trying too hard” or making occasional gaffes, such as her controversial use of the word “celebrate” during a Remembrance Day segment.

Despite these challenges, Deeley has remained committed to the role, reportedly signing a new deal to stay on the show until spring 2026. Her dedication, coupled with her willingness to walk away if her mental health is compromised, underscores her resilience in the face of adversity. However, James’s comments have added a new layer of tension to an already fraught situation, raising questions about the dynamics among the This Morning team.

The Bigger Picture: Ambition vs. Respect

At its core, this controversy highlights the delicate balance between ambition and respect in the competitive world of television. Ashley James’s desire to secure a permanent presenting role is understandable, given her years of hard work and growing popularity. However, her choice of words, whether intentional or not, has been perceived as a slight against Deeley, who has faced her own set of challenges in her high-profile role. The incident also reflects the broader pressures faced by women in the media, where ambition can sometimes be misconstrued as aggression or entitlement.

For Deeley, the controversy is a reminder of the scrutiny that comes with being a leading presenter on one of the UK’s most-watched daytime shows. Her reaction, while understandable, also underscores the emotional toll of navigating such a high-stakes environment. As she continues to establish herself as the face of This Morning, Deeley will need to rise above the drama and focus on delivering the engaging content that has endeared her to viewers.

What’s Next for This Morning?

The fallout from James’s statement remains uncertain, but it is unlikely to derail Deeley’s tenure on This Morning in the immediate future. Her new contract and the support of ITV executives suggest that she is seen as a key part of the show’s long-term strategy. However, the incident may prompt discussions about the dynamics among the presenting team and the need for clearer boundaries regarding public comments.

For Ashley James, the controversy could be a double-edged sword. While her ambition has earned her praise from some quarters, the backlash from Deeley’s supporters may force her to tread more carefully in the future. Whether she secures a permanent presenting role remains to be seen, but her comments have undoubtedly raised her profile, for better or worse.

Conclusion

The clash between Cat Deeley and Ashley James is more than just a headline-grabbing spat; it is a reflection of the pressures, ambitions, and rivalries that define the world of daytime television. Deeley’s furious reaction to James’s claim that she “works harder and deserves more” underscores the challenges of maintaining professionalism in a highly competitive industry. As This Morning continues to navigate its post-Schofield and Willoughby era, incidents like this serve as a reminder of the delicate balance required to keep the show on track. For now, Deeley remains a steadfast presence, but the question lingers: will this controversy mark a turning point for This Morning, or is it just another chapter in its storied history of drama?