Lorraine Kelly could become the new face of Daybreak, according to reports.
The star, who is recovering following a riding accident, would be key anchor but joined by Five News presenter Matt Barbet, according to The Sun.
A source told the newspaper: "It doesn't take a genius to realise the answer to ITV's breakfast problems is staring them in the face.
"The audiences go up for Lorraine's slot and the reason for that is Lorraine. She is down to earth and someone British women can relate to."
The move would effectively see Daybreak scrapped because Lorraine would go on-air at around 7am - an hour later than Daybreak's current start time - and stay on air until her usual show finishes at 9.25am.
A back-up plan would see current Daybreak host Kate Garraway or ITV News host Natasha Kaplinsky front the show.
Sian Williams, who plans to quit BBC Breakfast when the show moves to Salford, is not in the frame, despite reports she was favourite for the job, The Sun said.