A meteorologist at a Los Angeles television station was interrupted mid-way through her 8.20am weather report at the weekend.
It wasn’t - as you may reasonably think - for a matter of breaking news, but rather to be handed a grey cardigan to cover her shoulders.
In cringe-worthy footage from the broadcast, KTLA reporter Liberte Chan, is seen looking completely bemused as she tries to guess the reason, asking, “What’s going on? You want me to put this on? Why? ’Cause it’s cold?”
Her only response is a male voice off camera that says, “We were getting a lot of emails.”
The station is likely to now receive plenty more as social media explodes with outraged comments labelling the incident sexist and ridiculous.
While support is flooding in for Chan - who says she only wore the black cocktail dress after a malfunction with her original outfit - some in the Twitter-sphere are claiming it may all just be a bid for publicity.
One viewer says that while Chan kept the cardigan on for the remainder of that report, she didn't have it on at the next scheduled broadcast.
"Liberte (the weather woman) does typically wear more conservative dresses, so I'm guess it was just an attempt to poke fun at her during a slow news day," they write.
"She even came out and showed the dress that she planned to wear that day and explained it wasn't working with the green screen."
Publicity stunt or not, female television reporters are regularly scrutinised for their appearance as Nine's Karl Stefanovic recently aimed to prove.
Every day for a year, the Today show host wore the exact same blue suit and not one audience member brought it to the station's attention.
"No one has noticed; no one gives a sh*t," he told Fairfax at the time, "Women, they wear the wrong colour and they get pulled up. They say the wrong thing and there's thousands of tweets written about them."
"I'm judged on my interviews, my appalling sense of humour – on how I do my job, basically. Whereas women are quite often judged on what they're wearing or how their hair is ... that's [what I wanted to test]."