The Today presenter James Naughtie was both congratulated and condemned after he accidentally introduced the culture secretary, Jeremy Hunt, as Jeremy Cunt live on air today.
The mistake came just before the 8am news as Naughtie trailed an 8.10am interview with the coalition cabinet member. "First up after the news, we're going to be talking to Jeremy Cunt," the Scotsman said, before swiftly correcting himself.
As the pips signalling the headlines were broadcast, Naughtie struggled to deliver the main news from around the world over what sounded like a coughing fit.
Twitter was immediately awash with comments – not least from the Today programme's own feed. "Yes, your ears deceived you. Move along now, nothing to see here ...", @r4today tweeted.
The term "Naughtie" soon became one of the most discussed terms in the UK, with "Jeremy Hunt" not far behind.
Predictably, the internet wags were out in force. "Sounds like the internet owes Jim Naughtie a pint this morning, then. :)," @gwenhwyfaer posted.
@ntheowl quipped: "Jim Naughtie Radio 4 Man of the Year! 'He tells it as it is'."
Naughtie came back on air at about 8.20am, apologising and saying he had "got into an awful tangle just before the 8am news, courtesy of Dr Spooner".
Spooner was an Oxford don who was so famous for muddling his words that he gave rise to the term "Spoonerism".
"We know from emails that some of you thought it was funny, and others were very offended," Naughtie added. "I'm very sorry to those of you who thought it wasn't what you wanted to hear over your breakfast. Neither did I."
Hunt tweeted: "They say prepare for anything before going on Today, but that took the biscuit ... I was laughing as much as u Jim, or shld I say Dr Spooner."
The Today presenter may find some solace in knowing that he is not the first broadcaster to inadvertently blurt out the C-word.
His BBC colleague Nicky Campbell has a track record of using the profanity on air, perhaps most memorably when introducing the "master of the west Kent hunt", with imaginable consequences.
Naughtie's slip did not escape the attention of Campbell this morning, with the BBC 5 Live presenter keen to remind people who was most associated with delivering the term at inappropriate moments.
"Jim Naughtie called Jeremy Hunt Jeremy C*** in a slip of the tongue a few mins ago," tweeted @NickyAACampbell. "How can anyone say that on the radio! It's a disgrace."
Source: The Grauniad