Emmerdale fans were left outraged as Richard Madeley seemingly made a dismissive comment towards the beloved soap when actress Emma Atkins teased what was coming next for viewers.
Emmerdale has been a hot topic over the last few days as the iconic soap has changed the time it airs for the first time in years.
Now appearing in the 7:30pm slot instead of the 7pm slot, it now directly rivals BBC's Eastenders, competing for the viewing figures.
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But as Emma, who plays Charity Dingle, teased the latest drama happening in the Dales, Richard interrupted to say he'd "never watched the show"
Richard didn't impress fans watching though as many thought his comment was unnecessary.
With Emma telling the host that "crazy stuff is going on this week", Richard interrupted to say: "As always at this point in the show, we're really pushed for time and hand over to Lorraine in about half a minute but I must ask you this, I've never seen Emmerdale..."
Emma quickly interjected with a "don't worry!" whilst Richard continued with a strangely worded question: "And I'm sitting on a plane and you were telling me what you did for a living, how would you describe Charity then, how would you summarise her?"
With Susanna laughing and Emma looking confused, @LegauntRoland seemed baffled by the remark too, tweeting: "you don't need 'not to have watched Emmerdale' or be 'sitting on a plane' to ask that question...#GMB"
Another added: "I don't know why he needed to say that!"
@LisaDominic added: "Never watched Emmerdale but know it’s moved to 7:30 !!!! Stop telling us #GMB"
With the soap changing times, ITV have wanted to make certain everyone knows but @ayrshirelad5 commented: "why is @emmerdale getting so much airtime??? @bbceastenders is much better at the moment and not even mentioned. We get it, it's on at 7.30, blimey!"
Richard did also ask whether the show will be repeating its last anniversary show, which they did live.
But Emma revealed the show would be following a different, surprise format but that she couldn't share it yet.
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