Some viewers of Good Morning Britain have slammed Piers Morgan for a prolonged interview of Lord Alan Sugar.
The 54-year-old presenter chatted with The Apprentice star and politician about everything from army funding to Jeremy Kyle across three separate segments of the ITV breakfast show.
It comes just ahead of Lord Sugar recording for Piers' Life Stories this weekend.
But some felt that the time devoted to Lord Sugar, who was filmed in his Essex home, was too much - and took to Twitter to urge producers to 'switch him off".
One said: "Why do I want to see Piers Morgan and Alan Sugar exchanging their opinions on #GMB? I can go to any pub in the UK to hear middle aged white men spout unfounded thoughts. This isn't news or proper debate."
Another added: "The reason you didn't get a Bafta is because you waste 20mins on nonsense like "interviewing" @Lord_Sugar. How is that news? "
A third added: "Not again - switch him off and move on."
And a fourth asked: "Why is Lord Sugar getting so much air time?"
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But there were others who loved the banter between the host and guest, enjoying the jibes Lord Sugar was able to get in.
One said: "Sir Alan Sugar & @ piersmorgan going jibe for jibe is tv gold. Can this become a weekly segment please?"
*Good Morning Britain is on ITV1, every morning from 6am
