Richard Madeley has been accused of having "an Alan Partridge moment" on today's episode of Good Morning Britain.
The TV presenter has previously attracted comparisons with the iconic British comedy character.
In a segment on today's show, Richard and co-presenter Susanna Reid were joined by Albie Amankona from the Conservatives Against Racism for Equality group to discuss the racist abuse aimed at the England football team stars in the aftermath of Euro 2020.
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But - as Richard Madeley was introducing the guest - it was noticeable that he was talking directly to the camera despite Mr Amankona being sat next to him in the studio.
After he delivered his asked his first question, Richard soon realised his error.
He said: "Oh you're there, sorry.
"I was talking to you like you were in Winchester or something. Where are you from?"
Albie Amankona confirmed he was from Chiswick - and viewers took to Twitter to say that the blunder reminded them of Steve Coogan's fictional broadcaster:
Paul King @Paul_King_Tours) said: "Richard Madeley on his A game this morning before going full Alan Partridge"
Barbara Gubbins, CBE (@BarbaraJGubbins) said: @GMB @richardm56 is so #AlanPartridge - so many faux pas - didn’t even realise a guest to be interviewed was sitting next to him"
The Magical Tipster (@MagicalTipster) added: "#GMB Richard Madeley has another Alan Partridge moment thinking he is talking to guy miles away while sitting next to him in the studio. #Loveit #Aha"
Good Morning Britain is on ITV and ITVHub from 6am
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