Richard Madeley was apparently angered by Ricky Gervais's comments about phone-in "scams" at an awards ceremony.

The Channel 4 star was hosting the British Book Awards on Wednesday night - where Gervais won Children's Book of the Year for his Flanimals title.

What touched a nerve with Madeley, whose show has been involved in a premium rate slip-up, was a quip in the comedian's video-link acceptance speech.

"This is voted for by the public, isn't it?" began Gervais. "Well, tell them to stop voting now, because otherwise it will be another phone con!"

Madeley did not stand for the joke, however, and chose to tell the "ungrateful f**king b**tard" to "f**k off".

It was recently revealed viewers had been asked to sign up for a Richard & Judy competition after a winner had been picked.