This Morning is a British daytime television programme that is broadcast on ITV in the United Kingdom, presented by Phillip Schofield and Holly Willoughby, and Ruth Holmes and Eamonn Holmes. The show airs live and features news, topical items, showbiz, style and beauty, home and garden, food, health, real life and other similar features. The series was originally presented by Richard Madeley and Judy Finnigan for more than a decade after its launch. It is currently presented alternatively by Phillip Schofield and Holly Willoughby, and Ruth Holmes and Eamonn Holmes, and has aired on ITV since 3 October 1988, making it one of the longest running daytime programmes on British television. It regularly wins at the National Television Awards and the TV Choice Awards.