'Every f***ing year!' Nadia Sawalha is caught on camera playfully ranting about This Morning's 12th NTA win... as her show Loose Women loses out in awards ceremony showdown
While ITV stablemates This Morning and Loose Women never have to compete for ratings, they're regularly in competition at the annual National Television Awards.
And on Wednesday night, as This Morning picked its 12th NTA trophy, Nadia Sawalha - whose programme Loose Women also vied for the Best Live Magazine Show prize - was caught on camera swearing in reaction.
As the stars of This Morning made their way to the stage at London's O2 Arena to collect their award, Nadia - flanked by co-hosts Kaye Adams and Stacey Solomon - turned to a man seated behind her and playfully ranted: 'Every f***ing year!'
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Oops! Nadia Sawalha was caught swearing as This Morning beat her programme Loose Women in the Best Live Magazine Show category at Wednesday's National Television Awards
Long-running show This Morning boasts a collection of 12 NTA trophies, while Loose Women trails with a very distant four gongs.
The popular programme beat out the likes of BBC Breakfast, Sunday Brunch and The One Show for this year's award.
This Morning co-hosts Phillip Schofield, Holly Willoughby, Ruth Langsford, Eamonn Holmes and Rylan Clark-Neal were all on hand to pick up their latest award.
Winners: (L-R) Ruth Langsford, Eamonn Holmes, Phillip Schofield, Holly Willoughby and Rylan Clark-Neal were on hand to collect the award
Crowd favourites: The award brings This Morning's NTZ trophy haul up to an impressive 12
When they took to the stage, Phillip joked about his and Holly's alcoholic antics last year, saying that they were instead going to celebrate by getting tattoos.
Last year, the duo arrived to present This Morning still wearing their NTA outfits, after getting very boozy at the awards show the previous night.
Phillip started his thank you speech by remembering the show's agony aunt, Denise Robertson, who died early in 2016.
Jokes: During his speech, Phillip joked about his and Holly's drunken partying last year
All of us: The cast and crew flooed the stage at London's O2 Arena to collect the award
Holly said: 'What are you doing to us, you crazy people! Thank you so much. We love, love, love doing this show, we really do. It's so special.
'I love working with Phillip every day and I'm so lucky to sit next to my best friend all the time. Thank you so much.'
Phillip added: 'We just want to say obviously we shamed ourselves last year and so we are not going to do that again this year, we are going to get tattoos. Thank you very much.'
Colleagues: Holly gushed about how much she enjoyed working with Phillip on the show
Victory is ours: The pair later made their way to the press room to pose with their award
Other winners on the night included Anthony McPartlin and Declan Donnelly, who scooped the TV presenter award for the 16th consecutive year.
The reigning champions - who host a litany of programmes on the TV schedule, including I'm A Celebrity and Britain's Got Talent - were up against Gary Lineker, James Corden, Rylan Clark-Neal and Mel Giedroyc and Sue Perkins in the category.
Picking up their second gong of the night, Ant said: 'Thank you indeed, this is just mad. It's gone mad Dec.
Squad: Earlier in the evening, Nadia was seen with her fellow Loose Women (l-r) ) Jane Moore, Kaye Adams, Penny Lancaster, Andrea McLean, Saira Khan, Katie Price and Stacey Solomon
Trophies: The show has so far collected a respectable total of four National Television Awards
'We were chatting in the car on the way here - and I mean we've won it year after year after year, we're very grateful - we said if we lost out this year to Mel and Sue, who are remarkable on Bake Off, that would have been a good shout.
Dec said: 'Thankfully we didn't!'
He added: 'We are thrilled, we get more and more grateful every year because we're never quite sure when this run will come to an end.'
The TV presenters thanked the people who work on their programmes and their 'beautiful wives for putting up with us'.
Silenced: Also on the night, Piers Morgan appeared alongside Good Morning Britain co-host Susanna Reid wearing a gag, after getting into a public row with Ewan McGregor
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