Lord Grade today told Good Morning Britain presenters it was "arrogant" to always expect ministers to appear on their show, saying they are "not the only source of information" for the public.
Baron Grade of Yarmouth, who worked as executive chairman of ITV between 2007 and 2009, waded into the boycott row as he joined GMB via video link to discuss the dangers of online gambling and the latest news on Prince Harry and Meghan Markle.
Lord Grade, who is also a member of the Conservative party, told presenters Ben Shephard and Ranvir Singh: "The government makes its choices... the broader question is, is the government doing everything it can to communicate with the British public in whichever means it chooses to do that?
"If it chooses not to appear on your programme, I'm sorry for you."
Mr Shephard interrupted Lord Grade to say: "It's not us that you need to feel sorry for, it's our viewers."
But he responded: "Your viewers have access not just to [you] - you're not the only source of information and news to those viewers."
The former chairman of ITV also joked: "I wish the [viewer] numbers were as high as that when I was at ITV".
Ms Singh then asked: "Is it an insult to the nine million viewers who across the week tune into this programme to not have a minister on?"
Lord Grade responded: "No, I think that's a rather, if I may say so given, accepting your hospitality this morning, I think that's a rather arrogant position.
"No journalist has the right to expect the appearance of any minister on their programme or to be interviewed by them. That's not the way it works."
Many social media users welcomed Lord Grade's comments and called him a "voice of reason".
#goodmorningbritain Lord Grade, the voice of reason. 'No journalist has the right to expect a politian to appear on their show.'— Julie Tucker (@mollykins64)July 2, 2020
One social media user said on Twitter: "This is the perfect response. I’ve always been a Morgan listener but you have him to blame for the Gvmt boycott of GMB.
"You cannot bully people and then expect them to come on your show. Lord Grade delivered what you needed to hear, you have no right to demand."
Another Twitter user added: "Well said Lord Grade, I've been waiting for someone to make a statement that reflects every single word to spoke.
"GMB has been arrogant and has hounded the Government in an appalling manner, rude and disrespectful."
A hilarious interview where @ranvir01 @benshephard tried to get Lord Grade to criticise the government for their boycott of @gmb and he just wasn't biting. The boycott by @10DowningStreet is all @piersmorgan's doing & long may it continue.— Shadylady (@19Shadylady)July 2, 2020
Others backed the GMB presenters' calls for ministers to appear on the show.
A social media user urged Lord Grade not to "tow the Government line".
"Political reporters do not exist to provide Government ministers with the oxygen of publicity or an advertising whiteboard," they said.
"The Fourth Estate holds governments to account. Watergate didn't just happen, it was reported. Don't tow the government line."
When Health Secretary Matt Hancock appeared on the BBC for an interview, Mr Morgan criticised presenter Dan Walker for giving Mr Hancock "an easy ride", and urged the Health Secretary to end his GMB boycott to face "some proper questions".