RICHARD Madeley has pitched for Love Island to be bumped up to ITV after the Love Island 2022 last night.
The Good Morning Britain host has famously shunned the hit reality show and even threatened to leave the country to avoid the frenzy.
Today he made a U-turn after the 2022 final aired last night and put it to viewers that the show should be given recognition on ITV's prime channel.
Speaking to Showbiz Editor Richard Arnold, the TV veteran said: "Richard, given It’s been such a success. The ratings – they’ve never had ratings like it – do you think they’ll bring it over to ITV one?"
His colleague replied: "Well that’s a very good point. But ITV2 seems like a natural home for the demographic, don’t you think?"
Madeley wasn't convinced and continued: "Well I don't know, it’s getting so big."
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Richard, who yesterday returned to GMB after a long break, was unimpressed and said he 'couldn't care less' as the Love Island line-up was announced in June.
The outspoken presenter even apologised to viewers at home after his co-host Charlotte Hawkins screamed the reality TV show's phrase "got a text!"
He later said he'd happily join a huge airport queue to flee the country during Love Island season.
As GMB introduced three Love Island cast favourites, including Michael Owen's daughter Gemma Owen, Madeley, 66, quipped: "If there’s ever a good reason to join a queue out of the airport and get out of the country, that is it."
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It comes as Michael Owen said his daughter Gemma had "done us proud" following the finale of ITV reality show Love Island.
Gemma and her partner Luca Bish finished in second place on the programme, losing out to Ekin-Su Culculoglu and Davide Sanclimenti, on Monday night.
Posting a photo of himself and his daughter in a restaurant, Owen wrote on Twitter: "She's done us proud."
Ahead of Gemma's appearance on the show, the former Liverpool striker, 42, described the experience as "a father's worst nightmare".
Speaking to ITV he said: "I have no doubts that she will make us all proud.
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"It's probably a father's worst nightmare, but whatever she wants to do. You've got to be supportive."
He later joked that he'd gone "all the way to Germany" to "avoid" watching his daughter on the show while commentating on an England's Nations League match in June.
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