Your observations of direct sunlight between 8am-3pm confirm what happens with my south windows. So you must live aprox at the same latitude as me.
I grow several phals in the south faced room with a large window and the trick (and they seem to like it) is to put them further away from the window [mine are 2 to 3 mts away (6,5 to 8 ft)], where direct sunlight never reaches.
Your observations of direct sunlight between 8am-3pm confirm what happens with my south windows. So you must live aprox at the same latitude as me.
I grow several phals in the south faced room with a large window and the trick (and they seem to like it) is to put them further away from the window [mine are 2 to 3 mts away (6,5 to 8 ft)], where direct sunlight never reaches.
Actually, I'm in zone 5, in New England :O Should probably add that to my profile.