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. Leslie was mistakenly identified by Matthew Wright at the time, Leslie was never charged and Wright later apologised for naming him in error.
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 - 2023)
Schofield was at This Morning for even longer than Madeley and Finnigan, co-hosting with Britton's replacement Holly Willoughby.
The pair's friendship was a hit with viewers, who 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 hosted Dancing On Ice together too and have even been known to holiday with each other's families.
In February 2020, Willoughby was by 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.
However, in May 2023, Schofield stepped down from his role on the programme after admitting to having an “unwise but not illegal” affair with a much younger ITV staff member. He also stepped down from his other TV roles.
The ITV show was delivered another blow when Willoughby announced she was leaving the show on 10 October in order to spend more time with her family, her decision came after an alleged plot to kidnap and murder her. The news comes after a 36-year-old man was charged over the alleged incident.
In a statement shared on Instagram, Willoughby said: "It's been an honour to just be part of [the show’s] story and I know this story has many chapters left to go. Sadly, however, I now feel I have to make this decision for me and my family.”
2023 - present
It is not yet clear yet who will replace Willoughby and Schofield on the show as the main presenters, but when Schofield exited Willoughby was joined by a plethora of guest presenters including Alison Hammond, Josie Gibson, and Craig Doyle.
After Willoughby's exit from the programme, Doyle and Rochelle Humes stepped in to host the show the next morning and they paid tribute to her time on it.
Humes said: "Of course we want to start by sending our love and best wishes to Holly...
"Holly said she's incredibly proud of what she's achieved on the show and so are we. She will forever be one of us."
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.
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 after filling in for Willoughby during her I'm A Celebrity stint.
Watch: Phil and Holly crack up after Miriam Margolyes breaks wind