The BBC are to launch a new flagship daytime show to rival This Morning, the Mail on Sunday reports.

Starting in November, a new live topical magazine show will launch at 9.15am, with the hope of retaining the huge daily audience that tunes in for BBC Breakfast. It would end years of shows like Homes Under the Hammer airing on weekday mornings, which bosses feel have become stale.

One theory is it could be a daytime edition of The One Show.

A source tells the MoS ‘BBC Breakfast beats Good Morning Britain every day and The One Show is one of the channel’s most loved and popular programmes, so the concept is based on that. The thinking is that if they can put a daytime version of the show on straight after BBC Breakfast, they’ll keep some of those viewers, and will follow the same formula as The One Show but with segments tailored to a new daytime audience.

‘Everyone at the BBC is very excited about this. They know that this could be quite the rival for This Morning, for the first time ever.’

Carla-Maria Lawson, Head of BBC Daytime & Early Peak, added: ‘Following the success of shows such as HealthCheck UK Live, Daily Kitchen Live and Your Money and Your Life with a mix of good company and expert advice reflecting their concerns, we’re excited to be bringing a new daily, topical live programme to BBC1 at 9.15 following BBC Breakfast, and look forward to sharing more details soon.’

Names including Rylan Clark-Neal and Stacey Dooley have been linked to the new programme.

It will stream via BBC iPlayer.