Viewers of Good Morning Britain were left furious today when the show was cut short for the Rugby World Cup.
Many hoping to watch Lorraine were also annoyed when the daytime show didn't air at all to make way for the rugby coverage.
GMB hosts Piers Morgan and Susanna Reid hosted the show from 6:30am to 8am, which is 30 minutes earlier than its usual finish time of 8:30am.
As Richard Arnold finished his showbiz segment, Piers told viewers: "We've got to go because the rugby is starting.
"Good luck to Scotland and that's it, we're going to go back to bed."
Susanna added: "We are back tomorrow at 6 o'clock," to which Piers interrupted: "No I'm not. I'm not back until Monday."
Susanna joked: "Oh that's a relief for everyone!"
Viewers were gutted that the show ended early and shared their frustration on Twitter.
One person said: "#GMB wtf why do ITV keep taking our programmes off the air we have so many channels these days move the rugby to one of them # gmb."
That's it, we're going to go back to bed.
Another wrote: "Is this serious?? Rugby at 8am on a week day morning? Noooooo!!!!"
A third tweeted: "Love @piersmorgan and @susannareid100 on @GMB gutted that it's finished early I demand another 40 mins #gmb #haveyougotatv."
#GMB wtf why do ITV keep taking our programmes off the air we have so many channels these days move the rugby to one of them # gmb
— Jacqueline abrams (@Jacquel68540972) October 9, 2019
Is this serious?? Rugby at 8am on a week day morning? Noooooo!!!!😣😟😟 #gmb
— Grainne McKeever (@GGBelfast) October 9, 2019
— sean browne (@whitefrank95) October 9, 2019
A fourth said they weren't a "happy viewer".
They wrote: "What is going on @ITV? Turn on my TV at 8am this morning & no @GMB @piersmorgan or @susannareid100. Just ruddy Rugby. Not a happy viewer."
What is going on @ITV
Not a happy viewer.
— Francesca Rose (@Jemima0202) October 9, 2019
Thursday's edition of Lorraine, which airs straight after GMB at 8:30am until 9:25am, was pulled from the schedule.
On Wednesday's show, Scottish host Lorraine Kelly told viewers: "We're not on tomorrow because of the rugby... Scotland are playing, yay!
"But join me on Thursday with Mika and the X Factor judges."
Viewers weren't happy and took to Twitter this morning.
One said: "Huh? Finished??#GMB no #Lorraine today?? Oh what will I do..."
Another wrote: "Really fed up with @ITV today @gmb is only on for 2hrs. No @Lorraine and yet again no @thismorning @loosewomen and no @itvcorrie for a week.
"Am I the only viewer who is getting annoyed that the rugby is taking over and ITV don’t care about their most popular programmes?"
— Lady Lindy loo (@TheRealLinda) October 9, 2019
Really fed up with @ITV today @gmb is only on for 2hrs. No @Lorraine and yet again no @thismorning @loosewomen and no @itvcorrie for a week. Am I the only viewer who is getting annoyed that the rugby is taking over and itv don’t care about their most popular programmes
— ammflyer🛫 🏳️🌈 (@ammflyer) October 9, 2019
The rugby will air from 8am right through to 1:30pm.
The lunchtime news will air straight away in its normal time of 1:30pm.
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