Rumours of backstage rivalry between This Morning co-hosts Phillip Schofield and Holly Willoughby began after a recent magazine cover shoot.
Tensions reportedly began to build when Phil and Holly appeared on the 7th April Sunday Times Magazine cover under the coverline Queen Holly: How Holly Willoughby eclipsed Phillip Schofield and became Britains hottest TV star.
But it was a cartoon crown drawn on Hollys head by the magazines designers that was the final straw for Phil, according to insiders.
They did it on the understanding they would be given equal billing and the interview would be about their success and popularity as a duo, a source told The Sun on Sunday this weekend.
But when the magazine dropped, Phillip was fuming that Holly had a crayon crown airbrushed on to her head while he was crown-less and pictured grumpily looking on in her shadow.
ITV bosses allegedly demanded an apology from the magazine, which was promptly received.
But the damage was already done. Phillip basically stuck his neck on the line for Holly and got her the job on This Morning back in the day, the insider added. Understandably, the whole thing was a bit galling.
But the source insisted that, in the long run, nothing will get in the way of the long standing friendship between our favourite TV couple.