Richard Madeley stunned viewers with a shock underwear admission on Sunday Brunch with Tim Lovejoy and Simon Rimmer.
Most fans of Good Morning Britain know that Richard, 66, turns up to work with only one thin layer of clothing between the couch and his private parts, but those not in the know may well have been shocked.
The gone-commando TV presenter was asked about his underwear live on air.
He replied: "I would not volunteer this information but you've put me on the spot on network television.
"What am I supposed to do, lie?"
Confession-happy Richard has not been afraid to be candid about the blue side of his life before and has revealed plenty alongside TV presenter wife Judy Finnigan, 74.
The pair have repeatedly opened up about their secrets to a happy marriage - including a good sex life.
Are Richard Madeley and Judy Finnigan still married?
Richard Madeley and Judy Finnigan are still married and have opened up about what it takes to have a happy partnership.
Richard previously said he "made it a rule never to talk about my sex life", but has revealed some key details over the years and admitted, "I am very happy with my sex life".
He added: "In most dynamic marriages, sex is a very important component. You can deny that at your peril."
Tasked with looking after newbie Richard on set, Judy's first words to her future husband were "Hi, I'm your Mummy".
Infamously, both were already married at the time, Judy to journalist David Henshaw and Richard to his first wife Lynda, but their affair soon began and they seemed to have continued their passionate romance ever since, except for a brief hitch when Judy broke things off.
Worried about whether Richard, seven years Judy's junior, could help look after her two children at the time, Judy forced him to prove himself over the summer of 1984.
Judy made her choice: it was to be Richard for her and so began a frank-speaking TV duo who became famous nationally as a couple.
Richard and Judy's sex life
Richard Madeley and Judy Finnigan have been open about the importance of sex in a relationship, not shirking such topics in interviews and on TV
He once told the Mirror: "I think relationships can evolve to a point in old age where sex becomes less important - but I am 58, not 98.
"In most dynamic marriages, sex is a very important component. You can deny that at your peril."
Richard has revealed some outrageous confessions before including one tip for when the couple were trying to conceive.
He said: "When me and Judy were trying to conceive, I used to douse my balls in icy water before intercourse."
Despite the chilly scrotal confession, he also revealed live on-air that daughter Chloe Madeley was an accident.
"Then Judy got pregnant again, it was an accident. Sorry Chloe, but you were. And you know it."
It isn't just details of his own private parts the candid TV man has revealed, happily revealing Judy's difficulties with a particularly uncomfortable infection.
He said: "Remember when you had thrush Judy? You had a terrible time of it."
