Tonight's National Television Awards will be a chance for the great and good of telly to be rewarded for their hard work and excellent ratings.
But Piers Morgan will be sulking at home, clearly smarting because Holly Willoughby and Phillip Schofield are more popular than him.
The jealous Good Morning Britain host took aim at his ITV colleagues in an epic rant, pointing out they and Ant McPartlin and Declan Donnelly all share the same management company.
"Good luck to Ant and Dec, wonder if you can pull it off for the 20th consecutive year," Piers said sarcastically to the camera as he crossed his fingers.
"And also fingers crossed for Holly and Phil, I can't wait to see them up on that stage. Let's pretend to be Holly and Phil, they're in the audience and they're up for best magazine programme or whatever it's called - we're nominated, of course, but it's too late for us. Don't bother voting for us.
"They've won it 15,000 times running, and the winner is... This Morning! And Holly and Phil go, 'Ooh, ooh, us! Little old us!' And Holly gets up there on stage and she gets me right in her eyeline, and she always does this, 'What's so lovely is we're all just one big happy ITV family'.
"Anyway, I'll be at home watching Groundhog Day," he fumed.
As he and GMB co-host Susanna Reid were shown around the O2 Arena seating plan to see where the celebs will be sitting tonight, the camera alighted on Holly and Phil's seats.
"They want to enjoy the applause - it's a long, long walk [to the stage]," snarked Susanna.
Red-faced Piers went on: "Spoiler alert: Ant and Dec win. Holly and Phillip win, for the 37th year. As part of the wider ITV family, we could not be happier for them.
"Do not vote for us, we don't want to sneak a win at the last minute and ruin Holly and Phil's moment. We're used to losing, it's set in stone that they must win. It's important that they win, not least for their massive egos."
Ouch.
It comes after This Morning star Phil skipped Piers' boozy Christmas party last month amid feverish speculation of a feud with Holly.
While ITV bosses frantically tried to pour cold water on the rumours, other stars reportedly came forward to talk about the 'toxic' atmosphere behind the scenes.
Amanda Holden has spoken publicly about her clash with Phillip, who is also rumoured to have been the subject of an official complaint when he cut off Ruth Langsford during a Loose Women handover.
*Good Morning Britain airs weekdays from 6am on ITV
