Piers Morgan made an epic auto-cue blunder live on today's Good Morning Britain in scenes straight out of Anchorman.
The GMB presenter started reading exactly what was on the screen in a manner very similar to Will Ferrell's cult character Ron Burgundy.
Susanna Reid called her co-host out for the hilarious gaffer - and obviously he wasn't too pleased about it.
Outspoken Piers read out the words "time check", rather than saying what the actual time was.
Pointing out his mistake, Susanna said: "You don't say time heck. You just say 6.41am"
Piers then hit back at his co-host by trying to justify what he had done, which only led to more Ron Burgundy comparsons.
"If you don't want me to say 'time check' don't put it in the auto-cue," claimed Piers.
Susanna joked that viewers did need to know the time because they often go on talking for so long.
Hitting out at the whole premise, Piers said: "Why do we even do time check? If people don't know the time what's the point? It's on the TV right?"
Susanna explained that one lovely boy that came into the studio loved the fact they do the time check throughout the morning.
The camera then spun round to show viewers exactly what had popped up on the auto-cue - with 'TIME CHECK' in big letters.
Piers said: "Now look viewers. You see that. What are you going to do? You're going to read 'time check'.
Charlotte Hawkins then pointed out that Piers had made a double blunder as he had actually read Susanna's line.
Red-faced Piers turned the tables and insisted Susanna often reads his lines.
She added: "No but when it says 'Susanna' it's me that reads and I never say 'time check' I just look at the time because it says 'time check'."
*Good Morning Britain airs weekdays on ITV at 6am
