Willoughby lined up for 'This Morning'?

Holly Willoughby is now the "firm favourite" to land the This Morning job, say tabloid reports.

According to The Sun, Willoughby, 28, will team up with her Dancing On Ice co-star Phillip Schofield when Fern Britton stands down later this month.

Schofield and Britton have both given the presenter their seal of approval, with the departing host commenting: "Holly would be wonderful. She represents an enormous swathe of the audience."

Willoughby, who gave birth to her first child in May, apparently just needs to negotiate her filming commitments on The Xtra Factor before signing a contract.

"We adore Holly, but what is so great is that now she is a mum she will have a lot in common with many of our viewers," said a source.

"She'll have added compassion and really be able to respond to our real-life stories."

Britton's last This Morning will air on July 17.