Claude Littner has hit out at "Love Island" as "soul destroying viewing" and blasted the contestants as "completely brainless" - but he couldn't stop watching last night's (04.06.18) first episode.
The "Apprentice" star - who aides Lord Alan Sugar on the BBC business show - went on an epic rant about the ITV2 dating programme during the debut episode of the latest series on Monday night, in which he described the show as the "worst TV programme", and "unadulterated drivel".
In a series of tweets, Claude wrote: "I'm going to take one episode at a time. It is soul destroying viewing, but I will not be deterred!
"Unfortunately it is a marathon and not a sprint. Honestly, I don't know how much more of this I can bear. It is beyond doubt the worst tv programme.....and yet.....I am still watching!!
"I am watching, but not sure how much more of this unadulterated drivel I can take.
"It is appalling. Do you have the stomach for it? Not for the faint hearted!
"Love Island is a great talking point. It is that bad! (sic)"
In response to one fan who watched for just eight minutes, he replied: "You should have watched a bit longer. They are actually.....completely brainless and self obsessed. (sic)"
And Claude is already hoping to see new Islanders enter the famous villa.
He wrote: "I hope "Love Island" has some surprise new entrants in the wings! This lot will not sustain my interest for very long! (sic)"
The 69-year-old business executive also shared several other tweets, in which he described the programme as "diabolically awful", and "shocking", and he told one viewer who hadn't seen the programme before not to have "high expectations".
He added: "It will not reach any heights! (sic)"
Some Twitter users were so surprised about Claude's interest in the show they questioned whether his account had been hacked, and one asked if he also tunes in to reality shows "Geordie Shore", "TOWIE" and "Made in Chelsea".
He replied: "No, no, no and no."
But Claude appeared to be keen to tune in again tonight (05.06.18), although he said he would be watching ITV at 9pm, which will air "The Queen's Green Planet", with "Love Island" airing on ITV2 at the same time.
He tweeted: "New diary note..9pm ITV tomorrow.(sic)"