Piers Morgan, seeking to promote himself and ITV breakfast show Good Morning Britain, has escalated a "row" with Ewan MacGregor, an actor seeking to promote a new film, to quite extraordinary levels, with a column in the Mail Online.
Piers' full contract with GMB started in November 2015, with his first show - a Monday - attracting 610k viewers. This Monday he was watched by an average of 609k, and on Tuesday 561k. Let's see if this latest Twitter-storm nudges the figures upwards.
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