Lorraine Kelly aimed a cheeky "Alan Partridge" jibe at Richard Madeley as he co-hosted Good Morning Britain.
Richard was fronting today's edition of the ITV news programme alongside Susanna Reid. The two covered a whole range of topics on today's show, including an interview with a woman who makes her dates do an IQ test to determine if they are compatible.
The story prompted Richard to quiz guests throughout the show with a series of riddles. The segment left viewers following the show on Twitter in hysterics, who compared the broadcaster to iconic fictional character, Alan Partridge.
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Rapunzel said: "Richard Madeley sounds *extra* Alan Partridge today…" Herb added: "I wonder if Dick Madeley and Alan Partridge are long lost separated twins"
Tony commented: "Richard Madeley reaching new levels of Partridge this morning. Love to see it." Ken posted: "SERIOUSLY !: Madeley is attempting to hi-jack GMB with his own Partridge-style show"
It is not the first time Richard has attracted comparisons with the fictional broadcaster - and Lorraine Kelly made her own cheeky reference as she appeared on Good Morning Britain to tease what is coming up on her show.
Steve Coogan is set to perform as Alan in the M&S Bank Arena tonight and Lorraine interviewed the comedy star on Wednesday's programme. She added: "Richard, you might be interested in this! Steve Coogan is on the show!"
Richard feigned ignorance and shot back: "Now why would I be interested in that?" Susanna jumped in and said: "We're all interested in that, Lorraine!"
Richard addressed the Alan Partridge comparisons before he entered I'm A Celebrity last year. He said: "I honestly don’t care at all. I think it’s quite funny. It’s part and parcel of doing the job that I do. It’s so important in this business, and particularly the arena that I operate in, that you don’t take yourself seriously. Because if you do, you’re going to have a very unhappy time.
“So if people want to take sentences that I say or little ponderings, [and think], ‘Oh, that’s so Alan Partridge,’ good luck to them."
Good Morning Britain airs weekdays from 6am on ITV and ITV Hub
Lorraine airs weekdays from 9am on ITV and ITV Hub
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