Eamonn Holmes claims "99 per cent of TV is fake".
The 59-year-old star insisted that all live TV presenters simply "assume a role" that isn't necessarily their real persona and pointed out the cooking segments on shows such as "This Morning" - which he hosts on Fridays and Sundays with wife Ruth Langsford - always get a positive reaction, admitting that they don't always like the food but have to pretend they do because it's better on screen.
He told Radio Times magazine: "Basically, 99 per cent of TV is fake.
"Everybody assumes a role that they're not in real life, so all we do is pull back the curtain a bit.
"No one ever tells the truth [in the cooking segments]. When do you ever hear someone say, "That's not very nice?" I've learnt that when you tell the truth, it's not often appreciated."
However, Ruth, 58, insisted not everything that viewers see is an act because she and Eamonn have a "genuine" relationship.
She said: "There are lots of presenting duos, but we're a genuine couple.
"You can't fabricate that, can you?"
Though the pair work together on TV, they don't spend their time at home watching television together as they have very different viewing habits.
Ruth explained: "Eamonn's got one room, and I've got a little family room with an L-shaped sofa that has a footstool. I always sit with my feet up.
"And my television's on the wall - it's quite big..."
Her husband interrupted: "First of all, it's not very big, it's 40 inches.
"I watch a big television, which is 72 inches. And I have a reclining leather chair that I don't move from. I often sleep in it, I eat in it, and you'll probably find me dead in it."
Meanwhile, Eamonn revealed his dream is to bring back iconic TV series "This Is Your Life", which ran for 48 years until 2003 and was hosted initially by the late Eamonn Andrews and then Michael Aspel.
He said: "I'm on a crusade to bring back "This Is Your Life", presented not by Eamonn Andrews, but by Eamonn Holmes."
Ruth added: "Eamonn was named after Eamonn Andrews because his mum was a big fan."