Ruth Langsford took Phillip Schofield to task live on air on Wednesday, branding him a "meanie."
There has been speculation of feud between the two presenters for a number of months now and this was heightened after a rather awkward exchange between the pair on stage at the National Television Awards in January.
The two This Morning hosts were on stage at the O2 Arena after the hit ITV programme's win in the Live Magazine Show category. It was Phillip that did most of the talking for the winners' speech but as he passed over to Ruth, things felt more than a little forced.
He said: ‘Your Fridays are fantastic, we love you so much. You should say something too, I think.’ Ruth looked ahead with a rather forced smile and said ‘thank you, thank you."
And the two clashed on Wednesday after Phillip embarrassed one of the This Morning crew live on air.
He asked the show to draw attention to a camera operator who was sporting a piece of rope around her waist, before asking "what's with the trousers?"
The crew member, revealed to be called Catherine, went bright red, prompting Phillip's co-host Holly Willoughby to jump in and say: "She's dying now!"
Phil then joked: "So what is this? Are you stockpiling rope?" before Holly exclaimed: "You don't let anyone get away with anything around here, do you Schofield?"
As they always do, the pair crossed to the Loose Women studio to find what was coming up on their show, but, before she revealed all, Ruth remarked "Meanies, meanies!" before adding "I think that's a new trend actually, Catherine. The string belt now."
