On Sunrise, Samantha Armytage along with the team talk poles, stripping and what type of shoes to wear.

IT STARTED with a cranky blog post and ended with Sunrise host David Koch blowing up about a website's "twisted agenda".

The popular breakfast TV host was fuming on Twitter Wednesday afternoon after Jamila Rizvi, editor-in-chief of women's website Mamamia, published an article that claimed Kochie was "sexist and degrading" for rolling out a stripper pole for co-host Samantha Armytage.

Armytage had joked with her colleagues that her heels were "the choice for pole dancers all over the country".

Then, in a segment for the Sunrise website, Koch wheeled out a pole for Armytage.

Koch was furious when he saw the Mamamia article, which alleged that "he did this on television, in front of rolling cameras. For a show that has four hundred thousand odd viewers a day".

The segment was in fact part of a fashion piece filmed specifically for online, and did not appear on television.

The article - entitled "Dear Kochie. It's not okay to humiliate your colleague on television" - also went on to say that "Samantha Armytage is a journalist. Not eye candy there for the titillation of Kochie, the crew or the viewers."

Koch then exploded on Twitter, saying the article was "just plain offensive" to him and his family and was "demeaning" to Samantha Armytage:

A war of words erupted over whether Mamamia's story was inaccurate, whether the story had been changed without declaration, and if Koch's comment (above) had been deleted from the website.

Dear Kochie. Presenting your co-host with a stripper pole live on air is so far from the realm of OK. http://t.co/3QYTln63fO #FFS #mmia — Jamila Rizvi (@JamilaRizvi) January 22, 2014

@MichaelPell Dude you just proved my point... — Jamila Rizvi (@JamilaRizvi) January 22, 2014

"He did this live. On the air. In front of four hundred thousand odd viewers." Umm. No, he didn't. #checkfacts @MichaelPell @JamilaRizvi — Bree Dwyer (@breeamelia) January 22, 2014

@JamilaRizvi @MiaFreedman by the way, hopefully you will declare how you've sneakily changed the glaring errors in original story. — david koch (@kochie_online) January 22, 2014

@kochie_online @MiaFreedman The post was amended + it's been declared as such. As has Sam's subsequent reaction. I think that's sufficient. — Jamila Rizvi (@JamilaRizvi) January 22, 2014

@JamilaRizvi okay so you "amend" your post but ban my right of reply. And that is "sufficient"... Very professional! — david koch (@kochie_online) January 22, 2014

@JamilaRizvi your story headline is "Dear Kochie" but you refuse to publish my reply. Really @MiaFreedman, thought you were better than that — david koch (@kochie_online) January 22, 2014

@JamilaRizvi @MiaFreedman here is my reply posted almost 3 hours ago which you've banned from your site pic.twitter.com/TuIdQ174fz — david koch (@kochie_online) January 22, 2014

News.com.au spoke to Editor Jamila Rizvi, who refuted claims that Koch's comment had been removed from the site.

Publisher Mia Freedman told news.com.au she was aware of the situation. "Debate is healthy," she said.

Koch tweeted that he was "happy to take criticism when it's fair".

Samantha Armytage made it clear she could speak for herself: