Richard Madeley has been compared to Alan Partridge after taking over hosting duties on Good Morning Britain.
The 62-year-old is standing in for Piers Morgan for the Easter holidays.
But the Liverpool Echo reports after a series of chaotic interviews and random interjections, Richard was unfavourably compared with Steve Coogan's comic character.
During an interview with London Mayor Sadiq Khan about air pollution, Richard randomly started talking about knife crime, going off on a wild tangent.
Chloe Madeley says dad Richard almost ruined her wedding to James Haskell
His co-host Charlotte Hawkins struggled to get a word in - as Richard completely took over, randomly interjecting throughout the show.
And people were quick to slam him on social media.
One said: "Richard Madeley IS Alan Partridge #gmb #ahhaaaaaa "
Another said: "Who needs This Time with Alan Partridge, when you've got GMB with Richard Madeley?! #GMB "
A third said: "Yup...I'm 100% sure that Alan Partridge is definitely based on Richard Madeley...and NOT @piersmorgan ...it's uncanny! #gmb "
And a fourth added: "How much did #gmb pay to get Alan Partridge's 'This Time' into their early morning slot?"
*GMB continues at 6am on ITV tomorrow
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