Can brand Holly Willoughby survive Phillip Schofield fallout?

Mark Borkowski, told MailOnline that he believes Willoughby should stay with This Morning but also work out how she can progress with ITV.

He said today: ‘I think that ITV should in some ways see her as an asset. Depending on where this whole story goes and whether it’s finished or not, there could be a recovery period.

‘If you’ve got talent and you are pretty adept at social media, which she is, I think this is a massive learning curve for her but it now depends on playing the correct game to regain what possible is damaged, which is trust in her, in terms of what is now unveiling as a story that we still haven’t got to the truth of yet.

‘You can’t make career decisions on rumours and innuendo but if things flatten out, she’s a commodity, there’s a talent there and it’s whether or not This Morning goes back to personalities and has a more collegiate approach with groups of people rather than pinpointing figurehead stars who come with a lot of baggage if things go wrong.

‘I wouldn’t be writing any obituaries at the moment, but this story keeps on pivoting and developing every day – and what I say and feel today might change.’

Insisting that she should stay with ITV and not quit This Morning at this stage, Mr Borkowski added: ‘I would think it’s important for her to work with ITV.

‘ITV are a massive commercial organisation – they obviously have a lot of time for her. So she should be sitting down asking what plans she has. She certainly has to go beyond This Moirning if she’s going to progress.

‘I think that she’s got to do something more than just This Morning, and some of the bits and pieces she does round the edges. 

‘I think she’d be looking for a significant move when this settles down, if she decides to leave.’