This Morning's Phillip Schofield is reportedly at the centre of a civil war behind the scenes of the show.
Holly Willoughby's relationship with her co-host has allegedly become strained in recent months amid accusations a series of presenters were unhappy with his attitude.
It is one of a number of allegations levelled at Phillip - including that he was the subject of an official complaint by Ruth Langsford. However this has been dismissed as "malicious gossip" by ITV, reports the Mirror.
And only a few months ago, Amanda Holden claimed Phillip was the reason she was overlooked for the presenting role on This Morning.
The DJ has reportedly taken her concerns to ITV boss Kevin Lygo after Schofield allegedly blocked her chances of covering while Holly presented I'm A Celebrity.
Bosses at ITV challenged the claim and again leapt to their presenter's defence, saying they were "deeply disappointed" in the "unfair" rumours.
A source from the broadcaster reportedly told The Sun Phillip and Holly had fallen out after she won a Bafta for her stint filling in for Ant McPartlin in Australia.
They claimed: “Phillip was furious. He didn’t want Holly mentioning her triumph when they reunited on This Morning.
“It felt very petty and bitter for someone who is his close friend. But it felt like he was jealous.”
Tensions continued to rise when Holly, 38, allegedly banned Phillip from posting videos of her drinking alcohol on his social media - and apparently asked her management company to break the news.
It was also claimed that Ruth Langsford had complained to ITV's new head of daytime TV Emma Gormley, following an incident in which she was interrupted during a Loose Women preview.
The Sun claims that eight star ITV presenters have described a "toxic" environment on the ITV show - but this has been branded as mere "gossip" by the broadcaster.
This Morning Editor Martin Frizell hit back at the claims and said Phillip and Holly had a "genuine friendship".
"We have the smartest viewers watching telly and believe me they would be the first to notice any issues — they haven’t because there are none, " said Mr Frizell.
ITV also refuted any unrest, saying in a full statement: “It’s deeply disappointing and unfair for Phillip to be the target of this sort of malicious gossip.
“Phillip is a much respected broadcaster and colleague and this is absolutely not a description of This Morning that we recognise.
"Holly and Phil are great friends both on and off screen and are popular among viewers and colleagues alike.”
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