BBC Breakfast star Victoria Valentine has slammed the corporation by comparing Scott Mills' "tunnel of pain" fundraiser for Children In Need to previous reality TV shows.
The broadcaster, who frequently appears on the red sofa, took to social media claiming she felt "ashamed" at The Great Scott TreadMills Challenge.
Ahead of the live Children In Need show later on tonight (November 18), the radio veteran walked and ran for 24 hours while being visited by a string of celebrities.
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Former Pop Idol judge Nicki Chapman was seen running alongside Mills who appeared to be struggling as he continued his mammoth challenge.
Victoria, re-sharing Nicki's post, said: "Oh man. Poor guy. Actually feeling a little ashamed to be inadvertently watching a public spectacle of one man's tunnel of pain.
"Is it not a little… 2015? When reality TV meant humiliation & ridicule was de rigueur? I hear 'all for a good cause' but are we not kinder now?"
One of her followers commented: "Yes I think you have a point but it was Scott's idea to do this."
A second wrote: "Whoever comes up with the ideas needs to make sure the participant is capable and well prepared rather than just hoping for the best."
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A third added: "Everything must be HURTING. Feel for him! Ouch!"
Scott completed his challenge at 8.20am on Thursday morning (November 17) and managed to raise a whopping £1million for BBC's Children In Need.
He told BBC Breakfast: "I just want to say thank you to everyone," adding: "It's been such a ride, I honestly didn’t think in these times we would even get close to that amount and I'm truly grateful."
Scott who stepped down from Radio 1 in August after 24 years, and now features on Radio 2, went on to say that he felt a "mixture of exhausted and exhilarated", saying that his blisters weren't too bad but two of his toes had been "ferociously" rubbing against one another.
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