PIERS Morgan insisted he's "in a relationship" with his Good Morning Britain co-host Susanna Reid - and she looked horrified.
The presenter, 55, says his friendship with his co-host, 50, was stronger than just "work colleagues".
However, Susanna looked horrified at the phrasing - and labelled their relationship a "reluctance".
The conversation started when Susanna wore a mask with some censored profanity on it.
Piers said: "Talking of people who say one thing and do the other, this is somebody who for five years of our relationship, every time I have used that word, has immediately turned to the camera and made a very pompous apology on my behalf.
"Susanna would you like to apologise?"
Susanna sarcastically said: "Terribly sorry about that," before adding, "By the way, we're not in a relationship, what's that about?"
Piers was indignant, doubling down: We are in a relationship. We're literally in a relationship. What would you call a relationship?"
"We work together. We're work colleagues," Susanna clarified.
Piers then gestured to the studio: "It's more than that. You work with this lot. Come on look."
Susanna continued to look shocked: "Piers. I'm not in a relationship with them either. Unless someone hasn't told me something."
Piers said: "Apart from your immediate people in your life, who do you have more contact with?"
"I know I spend far too much time with you every day," Susanna conceded.
Piers replied: "Yeah, what do you call that?"
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Susanna finally said: "Reluctance."
Piers finally said he would call it a "reluctant relationship".
The pair have been presenting Good Morning Britain together for the last five years and they are known for their combative relationship.
Piers has been married to Celia Walden since 2010. Meanwhile, Susanna was last seen pictured reuniting with ex-boyfriend Steve Parish in the summer.