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Piers Morgan has joked he may be "sued" by Good Morning Britain's voiceover artist after he mistakenly compared him to Martin Luther King's assassin.
The 55 year old has amused viewers of the ITV breakfast show with his passion for the new voiceover since he started introducing the show in September.
As always, the voiceover welcomed viewers to the show he co-hosts with Susanna Reid, by announcing the date.
Returning from a commercial break, Piers called the voiceover man "a mix of James Earl Ray and Morgan Freeman."
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But later in the show, Piers felt compelled to publicly apologise for his blunder — realising James Earl Ray is the man who killed Martin Luther King in 1968.
After speaking with Andi Peters, who advertised their latest competition, Piers said: "I just want to apologise to Alexander, our voiceover guy.
"Earlier I said…," he continued before Susanna, 49, interjected: "You compared him to the wrong person."
Piers meant to say he sounded like James Earl Jones, who introduces CNN's New Day breakfast show.
"So I said that, the voiceover guy, he sounds like a cross between James Earl Ray and Morgan Freeman which much have come as a rather disconcerting piece of information for him because I meant, of course, James Earl Jones."
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He added: "That's who I meant, James Earl Ray is the guy that assassinating Martin Luther King."
Piers' co-star Charlotte Hawkins was heard saying: "Oh no," as Susanna held her head in her hands.
"Alex, sorry buddy. There are howlers and then there are howlers, the Life Stories host added.
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He continued: "Alex, you know what? You can probably sue me but let's just put it behind us shall we? It's just one of those things."
Susanna told him: "I did suggest that you didn't draw attention to it," with Piers admitting that she told him: "Nobody will notice."
Good Morning Britain airs weekdays at 6am on ITV.
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