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Louise Minchin was left with her head in her hands after her phone went off on live television.
The BBC Breakfast presenter looked alarmed when her phone started playing the music from her podcast after she and co-host Dan Walker finished an interview with Justice Secretary David Gauke.
She said: “Goodness me, sorry. God, that is so embarrassing. How have I done that?”
Stepping away, she said: “I’m literally going to have to walk off set.”
Walker told viewers: “She’s walking off, she’s embarrassed”, before the programme cut to a live shot in Glasgow. He could also be heard saying: “That’s Louise’s new podcast, The TriPod.”
She later returned and said: “I’m really properly embarrassed.”
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Minchin later tweeted: “Oh my gosh! My phone is out of control. #apologies I think a banning order might be in order.”
When a viewer asked if it was a “shameless plug”, she joked: “I couldn’t have timed it better if I had actually tried to.”
BBC Breakfast is on BBC One at 6am