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"Holly Willoughby has revealed that she is &amp;quot;thrilled&amp;quot; that This Morning has again won at the National Television Awards. The ITV series took home the prize for &amp;#039;Best Daytime&amp;#039; for the third year running, beating Come Dine With Me, The Chase and The Jeremy Kyle Show.  &amp;quot;It&amp;#039;s as important [this year] as it was the first time it happened, and the first time it happened we thought it was crazy,&amp;quot; Willoughby told reporters backstage at the awards. &amp;quot;So to win for the third year in a row - and actually a fourth year for This Morning and the show - is just incredible.&amp;quot;  Willoughby went on: &amp;quot;We do it for the viewers... With Twitter you get that immediate response of what people think and what people like and what they enjoy, but this is something else. This is just that moment of voting - they&amp;#039;ve taken the time to vote.&amp;quot; Phillip Schofield revealed that Eamonn Holmes had previously suggested that the show should try to get &amp;quot;the hat trick&amp;quot;, though Holmes confessed that he believed Jeremy Kyle would win this year.  Schofield added that this year&amp;#039;s gong &amp;quot;probably, I think, means the most&amp;quot;, while Willoughby suggested that the awards get more meaningful each year. &amp;quot;Every year it happens it becomes more emotional because the stakes are higher, and you feel you have to breathe that bit more,&amp;quot; she joked. &amp;quot;It&amp;#039;s just a wonderful show, and of anything that I&amp;#039;ve ever worked on it&amp;#039;s the show I&amp;#039;m most proud of.  &amp;quot;We cover so many different things and you never know what&amp;#039;s coming up, and I think that&amp;#039;s what the viewers like, actually.&amp;quot;  The stars also suggested that they will keep their trophy in their awards cabinet, with Schofield joking that the replicas they could order are &amp;quot;chuffing expensive&amp;quot;. &amp;quot;[The award is] a bit like the nursery hamster,&amp;quot; Willoughby quipped. &amp;quot;We each have it for a month.&amp;quot; National Television Awards 2013 red carpet arrivals - photo gallery:  "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.digitalspy.com/tv/news/a453357/holly-willoughby-this-morning-is-the-show-im-most-proud-of/>