has at , saying he is ‘talking out of his backside’.
Earlier this week the former professional, 45, said there would be ‘no white, heterosexual men on our screens anymore’ if TV executives kept trying to ‘tick boxes’.
He also called for an end to all female presenting duos, such as the pairing of and , who front the reality dancing series he appeared on from 2006 until 2013.
by the comments, Ulrika, 55, has made it clear she is not in support of James’ calls.
In a column this week, she called James ‘gobby’, before going on to write that what he said was ‘bonkers, insulting and ignorant’.
‘Unless James Jordan has been sleeping under a rock for the past 40 years, the showbiz industry has never been a level playing field,’ she began.
‘Is that the sound of some casual sexism, racism and homophobia knocking on the door?
‘Poor lamb, it must be so terrifying to be a straight, white man in a world surrounded, and ruled, by . . . straight white men,’ she continued in her column.
Ulrika went on to share that, ‘as a white woman’, she had to endure ‘decades and decades of watching straight, white men snatch TV jobs from under my nose’ simply because of her gender.
She added: ‘I also grew up in the showbiz world which historically, has rarely given space or platforms for people of colour.’
Referencing James’ comments about two women hosting together, Ulrika continued: ‘I beg your puddin’, mate? Are you saying that we’re now done with equality, diversity and inclusion?’
‘I’m not sure on behalf of what authority James Jordan claims to speak but it does all appear to be coming out of his backside,’ she added.
While saying she wasn’t in favour of quotas, Ulrika suggested James may have been living under a rock ‘for the past 40 years’ as there hadn’t been a level playing field for a long time.
‘Women haven’t historically been given a seat at the table and have been seen as the weaker sex,’ she wrote.
‘I’m not sure why he felt the need to qualify his ridiculous remarks by drawing attention to “heterosexual” men.
‘Could it be that James Jordan feels threatened by groups who haven’t, until recently, been given the opportunities and platforms to prove their worth?’
While pointing out progress had been made in the TV industry in recent years, Ulrika said there was still a long way to go, but encouraged ‘James Caveman Jordan’ to ‘get back under your rock’ and concluded her column by saying that no-one wanted his opinion on the matter again.
James sparked a wave of public criticism earlier this year when making other controversial comments.
When asked about a remark he’d previously made about his wife Ola, 40, James said he .
Doubling down when appearing on Lorraine in January, James said he preferred his wife ‘thinner because she’s happier thinner’.
Metro.co.uk has contacted representatives for James Jordan for comment.
