An Affair, Lies & Betrayal - Phillip Schofield
It's a toxic place, some people are saying. The smiley illusion of breakfast morning television has been smashed to daytime crumbles of biscuits.
The whispers of scandal on mainstream media, have apparently been widely discussed on social media for some time. I watched a few TikTok videos, and I guess we'll see how it all unfolds, how much of the rumours are fact and indeed, how it is all managed by the various parties.
This is the real life drama of when secrets come out, though it seems this secret was out for awhile, just not out for everyone. It's trending on social media and hitting front pages of newspapers.
What is fascinating is the impact on brands - not just Phillip Schofield's, but also his co-star's, the This Morning show and the broadcasting network, ITV.
The inciting incident seems to be Phillip Schofield's brother's trial. Then strained relations between the breakfast hosts who used to holiday together, but it seems like this friendship is irrevocably beyond repair.
Phillip Schofield was dumped from the show. Then his agent and ITV decided they could no longer work with him. It's a story gaining momentum to some sort of a revelatory climax.
The protagonist, Schofield, seems to have an army of enemies. There aren't many defending him. Meanwhile one of Britain's free to air networks is being dragged down too. It's a gladiatorial match, of kicking, screaming and who knows what's next. It's a drama, usually depicted for our entertainment, but now the picking apart might just become fodder for birds of prey.
Here's some bits you might find useful:
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