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Piers Morgan has continued his war of words with Sir Alan Sugar by branding the Apprentice star "a revolting human being".
The Britain's Got Talent judge admitted that he and Sugar have been feuding via text message over the popularity of their respective shows for weeks.
"Britain's Got Talent has been hitting about 11.5 million while The Apprentice has about 8.5 million viewers," Morgan told the Daily Star Sunday. "I loved it the other day when Sir Alan sent me a text comparing himself to a maggot because he says his show is going to slowly catch up and overtake us in the ratings war.
"I decided to look the definition of maggot up in the dictionary and I have to say I agree with his description of himself. A maggot is described as like 'a larva often found in decaying, dying matter'. In American dictionaries they call a maggot a 'revolting human being'. I would probably agree with that also."
Sugar recently hit back at Morgan's jibes by claiming that he is nothing more than Simon Cowell's "monkey" on Britain's Got Talent.
However, Piers insisted: "Being called a monkey by Sir Alan is like being called fat by Sir Nicholas Soames. Sugar looks more like a monkey to me than anyone. But I take these insults in the good spirit they are intended."
