Daytime hosts Jerry Springer and Trisha Goddard are expected to go head-to-head in a ratings battle, after Five said Goddard would move to a morning slot.
Trisha Goddard's new show on Five is to move from the afternoons
Her Five show, called Trisha Goddard, will move from 1435 to 0925 next month.
Springer's new talk show for ITV1 is expected to be seen at the same time when it begins in May or June.
Five poached Goddard from ITV - but repeats of Trisha on ITV1 currently get about 800,000 more viewers than her new afternoon show on Five.
Goddard said: "It feels great to be moving to the morning slot as people are used to seeing me there."
Jerry Springer has initially signed a one-month deal with ITV
Her move will see Matthew Wright's The Wright Stuff move back to 1030.
Five daytime controller Kim Peat said: "Having the twin pairing of Trisha Goddard and The Wright Stuff leading into the news gives a high energy kick-start to the day which I know our viewers will appreciate."
Trisha Goddard currently gets about 360,000 viewers each afternoon on Five - but ITV1's morning repeats of Trisha still get ratings of about 1.2 million.
Springer has initially signed a one-month deal to replace Trisha on ITV1, but full details of his series have yet to been revealed.