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A longtime local anchor in New York got her viewers' undivided attention during a promo last night when she said the F-word live, the New York Daily News reports. After the wrong video played as she teased the upcoming news during Medium, 28-year WNBC veteran Sue Simmons said, "What the f--- are you doing?"

Simmons, 64, apologized 10 minutes into the 11 o'clock broadcast, contritely telling viewers she had to "acknowledge an unfortunate incident. I used a word that many people find offensive. It was a mistake I made and I'm truly sorry." (More Sue Simmons stories.)