Daytime television took an unpleasant turn on Wednesday (August 29) as Kim Woodburn's appearance Loose Women ended in tears, a walk-out, and thousands of complaints to Ofcom.
The 76-year-old TV personality was appearing on the ITV talk show to discuss her ongoing feud with panellist Coleen Nolan, who she famously fell out with during the pair's appearance on Celebrity Big Brother last year.
The segment immediately turned hostile as Coleen and her sister Linda Nolan - who is sufferig from terminal cancer - laid into Woodburn, with the latter accusing her of having "no talent", as audience members laughted and jeered.
With fellow panelists Linda Robson and Janet Street-Porter also challenging Kim over her behaviour, things soon got increasingly uncomfortable, with many viewers at home voicing concern that the former How Clean Is Your House? presenter was being ganged up on.
Kim later broke down in tears as she began recalling her childhood, which she has previously claimed involved prolonged physical and mental abuse from her mother, father and step-father, as well as sexual abuse from her father.
She then branded Coleen "lying trash" as she exited the studio to boos from the audience.
The episode, which went on to include to segment about mental health following the row, sparked thousands of complaints to Ofcom from upset viewers.
The watchdog confirmed to Digital Spy that there had been 3,297 complaints by Thursday morning (August 30).
"We are assessing these complaints against our broadcasting rules, before deciding whether or not to investigate," a spokesperson commented.
Woodburn later blasted the show following her abrupt exit, branding it "cruel entertainment".
"I want Coleen and her sister fired," she told The Sun. "They could have stopped that show. The one who had the ear mic could have stopped it. But they did nothing to curb it.
"I was shown cruelty again by that woman. I'm embarrassed once again. And I've cried on TV once again."
A Loose Women spokesperson denied that Kim wasn't made aware of the format of the segment, saying: "Kim agreed to come onto the panel today at the invitation of the producers on the understanding it was for reconciliation with Coleen.
"Kim becoming upset was never the intention and the panel did endeavour to comfort her. She was offered counselling after the show, which she declined."
Loose Women airs weekdays from 12.30pm on ITV. Watch the fiery encounter between the panellists and Kim Woodburn below: