ITV is stepping up its cross-platform offering for daytime show This Morning with the launch of an interactive studio hub.

It’s aimed at encouraging viewers to engage with the TV show via the web, mobile and social networks.

The hub launch will coincide with the start of the new series on 6 September and will let viewers get involved in the daily news discussions, while their comments will be fed back to show’s hosts Holly Willoughby and Phillip Schofield.

The hub will be hosted by Loose Women panellist Coleen Nolan, ITN’s entertainment reporter Samanthi Jayawardena and Matt Johnson, a regular contributor to This Morning’s summer shows and host of HTV’s Entertainment Hour.

Each host will present live from the hub, keeping the TV hosts updated on viewer reactions and explaining how to engage via all media platforms including phone services, text, email and online contributions including Facebook, Twitter and Skype.

The broadcaster is also relaunching its This Morning site to feature exclusive behind-the-scenes video content and blogs from presenters and experts.

Viewers will also be able to buy This Morning’s latest home, garden and cookware products via the site.

Kate Bradshaw, ITV’s deputy MD and head of online commissioning, said commissioning the new site for This Morning made “absolute sense” because the show has “embraced all forms of interactivity and the website is central to what happens on air”.

She added it’s a “shining example of true integration” between TV and web production, adding, “It’s just the start of where we want to position ITV.com.”