Kim Woodburn made headlines earlier this week when she branded Phillip Schofield a ‘phoney’ during a heated debate on ITV’s This Morning.

But now it looks as though the whole thing might have been staged.

Recent discussions in tabloids like The Mirror and Express have revisited the incident amid Woodburn’s ongoing feud with Schofield and Willoughby. In an October 2024 interview with Reach PLC, Woodburn reflected on the clash, saying she hasn’t forgiven Schofield and preferred his earlier presenting years, implying a personal dislike that fueled her reaction. She also called both hosts out for what she saw as unfair treatment during the interview. This suggests her outburst stemmed from genuine frustration, not a premeditated act. However, The Sun and Daily Mail have highlighted Woodburn’s history of dramatic confrontations—like her 2009 I’m a Celebrity stint where she clashed with Gino D’Acampo—raising questions about whether she plays up her reactions for attention. Her recent comments slamming ITV for hiring “wannabe” reality stars as presenters, reported by Daily Mail in April 2025, further paint her as someone unafraid to stir controversy, which could support the idea that her This Morning moment was authentic but perhaps amplified by her personality.

On the other hand, some tabloid speculation, particularly from Express, leans toward the outburst being exaggerated for effect. Woodburn’s theatrical style—seen in her How Clean Is Your House? days—combined with the timing of the incident during a high-profile TV slot, suggests to some that she might have leaned into the drama to stay relevant. The lack of concrete evidence, like behind-the-scenes accounts from the This Morning crew, leaves room for doubt. Posts on X also reflect divided opinions: some users call her a “drama queen” who “knows how to work the cameras,” while others argue her emotional response looked “too raw to be fake.”

Was it all a set up for ‘good telly’? Pic: Rex

Speaking to the Daily Star, Holly said that Kim and Phil were actually quite close off-screen and there was no animosity once the interview was over.

Holly recalled: ‘She leant across and said ‘I do like you Phil, I do like you’.

‘Then she said ‘it’s all good telly’ and I thought ‘maybe she is just being very clever’.’

Holly reckons Kim knew what she was doing! Pic: REX

Holly hadn’t seen the fiery TV personality on CBB so wasn’t sure quite what to expect before the interview.

‘I was a bit scared,’ she admitted. ‘I could see her getting bigger and more upset and it was bubbling and growing and she was getting a bit cross.’

Ultimately, there’s no definitive proof Woodburn faked her outburst. Her consistent pattern of outspoken behavior, as seen in recent interviews, supports the idea that her reaction was genuine, even if her larger-than-life persona may have heightened the moment. However, the entertainment industry’s appetite for drama means the possibility of exaggeration can’t be ruled out. The narrative pushed by some outlets—that she’s a calculated provocateur—should be taken with skepticism, as it aligns with their interest in sensationalism over nuance. Without direct confirmation from Woodburn or the show’s producers, the question remains open.