Holly Willoughbys This Morning future confirmed as ITV set for huge changes

Holly Willoughby becoming the lead anchor on This Morning makes "perfect sense" for ITV but it also allows the channel to make "sweeping changes" to the show, says a PR expert.

She's currently on a summer break from hosting ITV's This Morning and has been spotted soaking up the sun in Portugal, but Holly is reportedly set to return to the ITV show in September as its sole main presenter.

According to MailOnline, Holly will be the face of the show but will have rotating co-hosts help her out rather than a permanent co-host to replace axed presenter Phillip Schofield who left ITV in the wake of his affair scandal.

READ MORE: Holly Willoughby 'set to sign bumper deal to return and save ITV's This Morning'

It's alleged Josie Gibson and Craig Doyle will take turns hosting the show with Holly, with Friday hosts Dermot O'Leary and Alison Hammond occasionally stepping in.

And it's reported she's due to sign a bumper deal that would mean she's paid more than her alleged salary of £700,000.

Broadcast PR expert Andy Barr from 10 Yetis says that Holly becoming lead anchor with rotating co-hosts makes "perfect sense" for ITV while they find the right replacement for Phillip.

"The move to rotating presenters makes perfect sense for ITV and This Morning, especially whilst it is still finding its feet in a post-Schofield media world.

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"It will bring a fluidity to the show that will enable producers to test the charisma between the rotating co-presenters and Holly until the right fit is found."

He also suggested that ITV might make further changes to the show's line-up as he added: "With the show not being fully out of the crisis and reputation drama just yet, it also gives ITV enough wiggle room to make more high-impact and sweeping changes if they are needed."

Barr proceeded to explain that Holly might assess her position at This Morning in a year's time, and that ITV remains her best option for the minute unless she tries 'cracking' America.

"I still can’t see many career options that pay as well as ITV for Holly right now," he said. "So it will suit her to become the main lead of the show, continuing to build up love and support from her army of fans and then assess her next career move in a year or so’s time."

"Unless Holly can crack America, which she undoubtedly could, or build up a more global audience via another media platform, it will be hard for her to attract the big-bucks of the streaming platforms, so the UK, and ITV, remains her best option right now."

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