Make a mistake live on TV and there is nowhere to hide.
A completely po-faced Simon McCoy dealt with a rather awkward mix-up with steely determination this morning when he presented a report for BBC news.
The veteran news reporter left viewers baffled when he faced the cameras armed with a stack of photocopier paper - after mistaking it for an iPad.
BBC news presenter Simon McCoy confused viewers this morning
"In the rush of live news, he didn't have an opportunity to swap the items, so simply went with it," the BBC explained after the mix-up raised confused eyebrows.
The 51-year-old broadcaster was doing a piece to camera from the corporation's newsroom about "drunk tanks" with the refill pack of A4 paper clearly visible in his hands.
Viewers saw McCoy holding the packet in a full-length shot as he hosted the item live on the rollling BBC News channel without any explanation.
A spokeswoman for BBC News explained: "This morning as Simon McCoy was preparing to introduce this story, instead of picking up his tablet to hold as he went to air, he mistakenly picked up a ream of paper that was sitting next to it."
McCoy held the packet in a full-length shot
In the past the presenter has been seen briefly resting his head on the desk when cameras cut to him.
McCoy also deserves credit for his on-air honesty during the birth of Prince George.
As a plethora of struggling presenters were left stuck with a staggering lack of news during the birth of the royal baby, McCoy frankly opened up to readers about his predicament.
"Plenty more to come from here of course, none of it news," he told viewers. "But that won't stop us, we'll see you later."
When the BBC News studio went back to McCoy later, he read out a few viewer's comments including one who said: "lord help us if this ends up a long labour."
A sentiment he said was felt by the assembled media who had little to report on.
"We'll just wait and see, it could be tomorrow morning if all goes well today," he said of the timing of the birth.
"Until then, we're going to be speculating about this royal birth with no facts to hand at the moment."