Chat show host Paul O'Grady has made his Channel 4 debut on Monday after moving his teatime programme from ITV1.
Paul O'Grady found fame as female character Lily Savage
Media executives will watch with interest to see how The New Paul O'Grady Show performs, after his ITV1 show previously topped the ratings.
Richard and Judy, whose Channel 4 show was beaten in the viewing figures by O'Grady, will continue to present their show for the rest of the year.
O'Grady signed a two-year deal with the station in January.
Richard Madeley and Judy Finnegan remain under contract with Channel 4 until 2008.
O'Grady's new show will be up against a repeat of his old programme, screened by ITV1 at the same time.
Entertainer O'Grady was given his own show in 2004 after impressing ITV bosses with guest stints on This Morning and Today with Des and Mel.
At the time his move was announced, the host, who recovered from a heart attack in 2002, said he needed "a new challenge".
He said: "It's lovely to share the line-up with Richard and Judy and make Channel 4 the only place to be at teatime."
Madeley welcomed his former rival's arrival, saying it meant they would no longer have to "trade punches".
O'Grady won the Bafta entertainment performance award for his chat show in 2005.