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Few can hold a candle to Virgin tycoon Sir Richard Branson when it comes to engineering publicity for a new venture.
His latest appearance on US television appearance was no exception.
Sir Richard was in the US to plug his new domestic airline Virgin America with the help
of an interview by political comic Stephen Colbert on the cable and satellite channel Comedy Central.
But, according to newspaper reports, the encounter turned sour when the comic apparently refused to allow the Virgin boss to mention his new service on air even though he had just named one of his new jets after him.
Sir Richard, who has developed something of a reputation for unpredictable behaviour - such as swinging supermodel Kate Moss around his head - was reported to have responded to the "snub" by flinging a mug of water over his host.
Colbert then retaliated by tossing a bottle of water over the 57-year-old businessman.
An unnamed member of the studio audience told New York's media website FishbowlNY: "Branson was apparently upset that he wasn't able to give a direct plug to the new Virgin service and doused Colbert with his guest mug of water.
"Stephen was drenched. He took a beat, then signalled for his own ammunition for about twenty seconds until Alison (Silverman) ran and gave him her bottle of water, and Stephen retaliated.
"The two of them sat for a very uncomfortable second looking like two wet cats. Then Stephen thanked him for coming. I really don't think it was planned, since Stephen had another bit to introduce and a full interview left to do. They had to get him a new jacket and even broke out a blowdryer."
The incident prompted headlines on this side of the Atlantic of a "raging Branson".
However his organisation played down the row.
"This is a ridiculous story," said a Virgin spokeswoman yesterday.
"It was all planned, it was all very friendly and part of the launch. A plane was named after Stephen - he was in on it. It was just great fun," she added.
As well as flinging Kate Moss about at a 1990 launch, he apparently infuriated billionairess Ivana Trump by throwing her over his shoulder at a party.
Sir Richard was recently at the centre of controversy following a magazine interview in which he admitted smoking cannabis with model son Sam, now 21, during a surfing holiday in Australia and having sex on a plane when he was a teenager.
"I don't think smoking the occasional spliff is all that wrong. I'd rather my son did it in front of me than behind closed doors,' he said.
The tycoon is among the world's most admired business people having started his global empire as a mail order record company.
At every new phase of development he has used his extraordinary knack for generating publicity to promote his businesses.
In recent years he has championed the plight of the poor in the developing world and has donated large chunks of his estimated £1.6bn fortune to help Aids victims in Africa.
Last year he promised to donate the next 10 years' profits from his Virgin travel businesses - which include plans to pioneer tourism in space - to the fight against global warming.
- INDEPENDENT