BBC BREAKFAST viewers 'switched off' the programme as they fumed over a 'cringe' interview.
Shaun Ryder joined the flagship show on Monday morning as he discussed his music career.
Viewers watched as the now 61-year-old Happy Mondays singer spoke to Jon Kay and stand-in host Sarah Campbell on the red sofa.
Sarah asked him: "How is the prep going for the Black Grape tour?"
Shaun replied: "Yeah, great really. Great. Love Black Grape."
He also revealed how he's recorded a brand new studio album, but wasn't exactly sure when it would be released.
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The musician also discussed his two stints on I'm A Celebrity, following the show's return on Sunday night.
Shaun first took part in 2010 before returning earlier this year in South Africa for an all-star series.
But while Jon and Sarah were left fascinated by Shaun's appearance, viewers at home weren't.
They took to social media to brand the interview as 'cringe' following a number of awkward pauses and short answers from Shaun.
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One fan said: "Well this interview isn’t cringe!"
A second wrote: "Car crash TV."
"This interview with Shaun Ryder is hard work and cringe," said a third viewer.
However, some BBC Breakfast watchers weren't sure the show should be covering I'm A Celebrity at all.
"Why is #BBCBreakfast advertising programs on ITV? I thought they weren't allowed advertising that's why we pay a license fee," said a disgruntled viewer.
Another posted: "Might as well turn over to ITV as there might be less of the I'm a celeb rubbish."
I'm A Celebrity viewers watched last night as Nigel Farage entered the Australian jungle alongside Josie Gibson and Nella Rose.
At the end of the launch show Ant and Dec revealed Nigel, 59 and Nella, 26, would face the first Bushtucker Trial together.
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