Viewers of This Morning yesterday didn’t see the funny side of a pretend ‘breaking news’ alert during a segment on baby gender.
The misjudged incident came when host Holly Willoughby was interviewing expectant parents with Dr Ranj Singh.
She then unexpectedly threw over to the ITV News studio, and news anchor Nina Hossain, in what appeared to be a breaking news flash, delivered with a look of concern on Willoughby’s face.
However, it turned out that, despite the grave faces of those on screen, it was a skit to reveal the gender of the parents’ baby.
“We’re interrupting your normal scheduled programming as we have some breaking news regarding expectant couple Chelsea Austin and Jack Fythian,” said Nina, before revealing they’d be expecting twin boys.
However, many thought that they were about to be informed of a serious incident, and branded the show ‘irresponsible’ for using the news flash flippantly.
ITV is yet to comment on the matter, though it did thank those involved in the segment.