Ruby Wax to take on 'This Morning'

The BBC is to set Ruby Wax loose in the cosy world of daytime television with a new mid-morning show designed to hasten the demise of ITV's This Morning programme.

Ms Wax, best know for peeking into Sarah Ferguson's bedroom drawers, will bring her irreverent interviewing style to a one-hour daily programme starting in January. The BBC hopes Ms Wax's arrival will aggravate the discomfort of This Morning caused by the defection of Richard Madeley and Judy Finnigan to Channel 4.

Jane Lush, the BBC's daytime controller, said: "When Ruby approached us, I was flattered and delighted, and I hope that is exactly how our viewers will feel ... We hope to give our audience a treat."

Ms Wax will demonstrate her propensity for embarrassing people by discussing a personal dilemma with a member of the audience. As well as topical debates, she will investigate a different therapy each day and attempt to learn a new skill on air. There will also be a consumer rights section in which a retailer will be called to account by an unsatisfied customer.

The programme is described as a "guide to surviving 21st-century life" by Princess Productions, which commissioned the venture on behalf of the BBC.

Granada, which makes This Morning, refused to say whether there would be any changes to the show in response to Ms Wax's impending programme. However, the departure of Richard and Judy has left This Morning's supremacy in the mid-morning ratings battle more vulnerable than ever before.

Ruby Wax is currently appearing on the BBC's Saturday evening game show, The Waiting Game.