Ananova:

Simon Cowell has hit back at Sharon Osbourne's claims he branded her recent burglary ordeal as a publicity stunt.

The star claims Sharon - who is his rival judge on British TV talent show The X Factor - misconstrued a joke he made about the break-in at the Osbourne family's UK home.

Simon insists he was sympathetic to Sharon when he saw her backstage at last week's Woman of the Year awards, giving her a hug and sending her flowers reports Femalefirst.co.uk quoting The Sun.

He said: "I went over, gave her a hug and she thanked me for the flowers I sent her when I learned of the robbery.

"She looked very down and to cheer her up I joked, 'Well Sharon, you really didn't have to go that far to get publicity for the show - but it was sweet of you!' She burst out laughing - she knew I was trying to make her smile. Then we hugged again."

However, last week, Sharon - who was devastated to lose £2 million worth of jewellery in the burglary - claimed she was upset by Simon's comments, saying he told her: "It was well worth giving away the diamonds for that coverage."

Sharon - whose husband, Ozzy, wrestled with the intruder - hit back, saying: "It is really awful to say that.Simon can say what he likes but when you come close to losing your life, the publicity is the last thing on your mind."

But Simon has branded the whole row as "insane".

He said: "I'm incredibly angry and hurt. I don't know what Sharon's motivation is but the whole thing is verging on insanity."