As the political incorrectness of Apu, the Indian-American convenience-store owner on The Simpsons, becomes impossible to ignore, the actor who voices the character says he's willing to stop.

Hank Azaria, who has voiced a number of characters on the long-running animated series reacted to the controversy as a guest on The Late Show with Stephen Colbert on Tuesday.

Azaria said he understands the portrayal is offensive and said it was never his intention.

"The idea that anybody young or old, past or present, was bullied or teased based on the character of Apu, it just really makes me sad," he said. "I wanted to spread laughter and joy with this character, and the idea that it's brought pain and suffering in any way, that it was used to marginalise people, it's upsetting - genuinely."

When asked about the future of the character, Azaria said he wanted to see a more inclusive writers' room.