Piers Morgan said he was "delighted" he doesn't have to "pretend" to get along with the hosts of This Morning during Monday's Good Morning Britain.
The cheeky dig came as the GMB host, 55, discussed the changing award season this year, as the coronavirus pandemic means ceremonies such as the NTAs have been postponed.
In a tirade, Piers knocked Holly Willoughby 's "puppy dog" eyes, fuming over This Morning's inevitable success at each annual prizegiving.
This Morning hosts Holly and Phillip Schofield famously scoop the award for Best Daytime Show each year, garnering a whopping collection of gongs over the past decade.
As Good Morning Britain tends to lose out to the rival show, Piers welcomed the opportunity to take a swipe at his ITV competitors.
In a swipe at the This Morning superstars, he said: "The one good thing [about the various ceremonies being postponed] is I haven't had to put up with Holly and Phillip winning endless awards.
“And having to pretend I'm part of their big, happy ITV family."
Susanna Reid got in on the joke, suggesting Phil and Holly had been winning awards "virtually" during the lockdown.
Piers quipped in response: "But nobody notices, nobody cares."
The GMB star then remarked that Phil and Holly "don't get their moment on television to say, ‘Look at me and my puppy dog eyes that Holly pulls'."
In a mocking voice, he added:"‘It's not about the winning, it's the taking part'."
Susanna immediately called her co-star out, saying: "Not that we're bitter in the slightest!"
Last year, Piers made headlines when he vowed to boycott the National Television Awards, instead watching the ceremony from home.
All evening long, the outspoken presenter shared a series of disgruntled tweets about the event, voicing his irritation when GMB lost out on the dong for Best Daytime Show.
Speaking to The Mirror at the time, he said: "I'm not going this year.
"There's no point when the same people win the same awards every year. I'd rather stay at home and watch Groundhog Day."
Good Morning Britain airs on weekdays at 6am on ITV.
- Good Morning Britain
- This Morning
- Holly Willoughby
- Piers Morgan
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