BBC Breakfast anchor Victoria Valentine has slammed the broadcasting company after seeing Scott Mills' fundraiser for Children In Need.
The broadcaster, who frequently appears on the famous BBC red sofa took to social media, claiming she felt "ashamed" while comparing Scott's The Great Scott TreadMills Challenge to previous reality TV shows.
Ahead of the live Children In Need programme on Friday, the radio veteran walked and ran for 24 hours, without stopping while being visited by a string of celebrities to boost his mood.
In one clip, former Pop Idol judge Nicki Chapman was seen running alongside Mills who appeared to be struggling as he continued his mammoth challenge.
In view of her 56,800 followers, she re-shared Nicki's post and tweeted: "Oh man. Poor guy.
"Actually feeling a little ashamed to be inadvertently watching a public spectacle of one man's tunnel of pain.
"Is it not a little… 2015? When reality tv meant humiliation & ridicule was de rigueur? I hear 'all for a good cause' but are we not kinder now?"
Her followers appeared to have mixed responses, with one replying: "Yes I think you have a point but it was Scott's idea to do this."
"Whoever comes up with the ideas needs to make sure the participant is capable and well prepared rather than just hoping for the best," said another.
But a third added: "Everything must be HURTING. Feel for him! Ouch!"
Scott completed his challenge at 8.20am on Thursday morning and managed to raise a whopping £1million for BBC's Children In Need.
Speaking on the corporation's flagship news programme, BBC Breakfast, he said: "I just want to say thank you to everyone (who has donated).
"It's been such a ride, I honestly didn’t think in these times we would even get close to that amount and I'm truly grateful."
Scott who stepped down from Radio 1 n August after 24 years went on to say that he felt a "mixture of exhausted and exhilarated" but couldn't think about sleeping due to the sheer adrenaline he was feeling.
But despite the adrenaline, Scott revealed he didn't think he'd make it at 3.56am just hours before he completed his challenge.
Despite the eye-watering challenge, he admitted his blisters weren't too bad but two of his toes had been "ferociously" rubbing against one another.
Speaking about his challenge, he said: "As the newbie here at Radio 2, I just hope I can step up to this epic challenge for BBC Children in Need."
