Sam Armytage and Network deny mobile phone number flash was a PR stunt

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By Steven Raeburn, N/A

October 4, 2013 | 3 min read

Sunrise host Sam Armytage and Channel 7 have denied claims that yesterday’s incident which inadvertently flashed Armytage’s mobile phone number live on air was a deliberate publicity stunt.The incident was widely reported across the media, with many outlets – including The Drum – observing that a similar incident had happened last month at NBC.A similar incident also occurred two days ago on CNN, as reporter Michaela Pereira's number flashed up on screen during a report into the Samsung Galaxy Gear smartwatch.A Seven spokesperson denied that the Sunrise incident was deliberate."It most certainly was not deliberate, Sam took it all in really good humour, it was a shock," the spokesman said."We were just as surprised, if not more so. We saw the comments online after the show today and we were absolutely flabbergasted, we couldn't believe it."Executive producer Michael Pell said: "That's the beauty of live TV, you never know what's going to happen.'"The new technology caught us off guard and Sam's number was changed immediately.“On the plus side, it demonstrates how interactive our audience is - they feel so comfortable with our hosts that they'll call them right up on air."Armytage also denied via Twitter that the incident had been staged.

The incident was widely reported

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