Ant and Dec were mortified as Alan Partridge "broke ITV guidelines" on Saturday Night Takeaway.
Steve Coogan appeared as the iconic character on the latest edition of the happiest 90 minutes of the week. The hapless fictional TV personality was the guest announcer on tonight's penultimate episode of the season.
The comedy character's disastrous attempts at broadcasting have had fans in stitches since his first appearance on BBC Radio 4's On the Hour in 1992. Steve joked Alan had committed another on-air gaffe when he "broke ITV's rules" after the Geordie presenters asked for his verdict on this week's edition of Kiddie-oke.
READ MORE: Ant & Dec's Saturday Night Takeaway: Steve Coogan's famous ex and addiction battle
He said: "I thought it was great. Although when I saw what you were paying those children I was appalled. I said they'd be better off working off for that ferry company you said I wasn't allowed to mention because of ITV guidelines."
Ant and Dec pulled a mortified look following the remark as viewers following the show erupted in hysterics.
Zac said: "Alan Partridge on #SaturdayNightTakeaway is what dreams are made of"
@justdecuk added: "Starting to think Alan Partridge is a riskier choice than the time #SaturdayNightTakeaway chose to have Gordon Ramsay as Star Guest Announcer"
Stephen posted: "This is already my favourite episode of Saturday night takeaway thanks to Alan Partridge"
Paul commented: "Loving Alan Partridge on #SaturdayNightTakeaway"
George tweeted : "Alan partridge hosting #SaturdayNightTakeaway is the best thing since sliced bread"
Amy said: "Alan Partridge is already as brilliant as expected."
Ant & Dec's Saturday Night Takeaway continues next week at 7pm on ITV and ITV Hub
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