Look who's Strictly furious

He's not one to hide his feelings, and Simon Cowell couldn't mask his fury after his X Factor show was pipped to an award by his deadliest rival at the National TV Awards.

Still smiling: the lack of awards didn't seem to bother Cheryl Cole

Strictly Come Dancing took the Most Popular Talent Show award and Simon was furious. He turned from Simon Cowell to Simon Scowl, and was seen mouthing "I can't believe it" when the announcement was made. It was probably all the more irksome as it was read out by Paris Hilton.

Drowning his sorrows: Simon Cowell downs a beer (left) and Louis Walsh leaves the ceremony (right)

X Factor host Dermot O'Leary's face said it all - he looked terrified. Simon later went on stage to collect the Special Recognition Award, and said wryly: "Well done Strictly."

But he let loose backstage, where he said: "It's bad enough losing but losing to that lot is a nightmare. I'm really p***ed off. I'm not happy." He quickly regained his composure to come out with some of the assured arrogance that has made him so popular, adding: "I've definitely become more spoilt, more shallow... and I have loved every single minute of it."