Murdoch's Top Model mix-up - on live TV
Oh dear. It must have seemed like a good idea at the time: name the winner of Australia's Next Top Model on live TV - eliminating any chance the tabloids can leak the name ahead of time.
And, you know, create a lot of buzz.
But it all went horribly wrong on Fox8 last night as host Sarah Murdoch - wife of Rupert's scion, Lachlan - had to stop the winner in mid celebration speech.
"I don't know what to say. I feel a bit sick about this right now," said Ms Murdoch, before breaking the news that she had, in fact, announced the wrong winner.
The live TV stuff up did turn out to be good news, to a fashion, for short-lived "winner" Kelsey Martinovich.
Foxtel gave Ms Martinovich $A25,000 and a trip to New York to help smooth over the embarrassing gaffe.
Ms Murdoch told the audience the result was "fed to be wrong".
In the producers' defence, Private Bin also finds it difficult to tell the girls apart.