This Morning presenter Phillip Schofield was forced to cut off Ruth Langsford during their live show.
The ITV daytime show went over to the Loose Women studio for Ruth to run through what was coming up in today's show.
Ruth was just about to finish her sentence when Phil butted in and shouted over her: "Guys, we are going to have to jump in there and stop you I'm afraid, we're a bit tight for time at this end, but thank you..."
Clearly taken aback by the interruption, Ruth tries to say: "Well, I only had about four words to say..."
But Phil continued, saying: "So, thank you and we will catch you guys later."
Fans of the show immediately picked up on the awkward interaction, with many questioning why Phil didn't just let Ruth finish.
One said: "Oh dear - @RuthieeL was not happy with Philip Schofield crashing over the @LooseWomen plug on @ThisMorning. Seriously she was just finishing!"
Another said: "Seriously #thismorning Phil cuts across the last few words of @RuthieeL for a ridiculous stupid competition that gets repeated after every ad break. "
Others noted how annoyed Ruth appeared, and one said: "Ruth seething right now. I heard that backchat," while another added: "Anyone else notice the steam coming out of Ruth's ears?"
One tweeted: "Haha Ruth Langford cutting the one and only @Schofe off and slamming her pen down, how very professional."
Another added: "How rude of Phil to cut off the @loosewomen like that!!!! They were almost finished previewing their show anyway."
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*This Morning is on ITV1, weekdays from 10:30am
