This Morning and Loose Women cancelled again today – with Good Morning Britain fans slamming ITV for axing show

THIS Morning and Loose Women fans have hit out at ITV today after the programmes were dropped again in favour of the Women's World Cup.

Irritated viewers aired their frustrations after clicking on the channel to find their favourite daytime TV shows - including Good Morning Britain and Loose Women - were wiped from the schedule.

Grumbling fans were further annoyed when they realised the match in question didn't even feature the Lionesses.

As the game between Italy and Argentina played on screen, one viewer wrote on Twitter: "Literally how many channels could you shunt the football on to?

"Who the hell wants to watch half of an Italian football match before work? This is ridiculous nonsense."

Another said: "Seriously, football this time of the morning! I could understand if England was playing. News obviously isn't important."

Cancellations will continue throughout the week with GMB, Lorraine, This Morning and Loose Women all off air on various days.

It comes after it was revealed that host Holly Willoughby, who has presented This Morning for 13 years, is expected to sign a big money contract to remain on the show.

And Holly will be joined by rotating presenters as ITV bosses have decided not to spend big money on replacing Phillip Schofield.

Familiar faces such as Craig Doyle, Alison Hammond, Dermot O'Leary and Josie Gibson are all expected to co-host with Holly when she returns from her summer break in September.

A source told the Daily Mail: "The idea of finding the next Phil to sit next to Holly has been disregarded by This Morning's bosses. It will be Holly along with whichever rotating presenter is selected to join her. It will essentially be Holly's show

"Bosses hope that they can put all of the Schofield scandal behind them and start concentrating on the content of the show rather than the twosome presenting it. At least this way there won't be any falling out."

The move means that should a fallout ever happen again between Holly and another co-host, a similar situation to her feud with Schofe would be avoided.