Fox News host Brian Kilmeade has apologize for a tasteless joke uttered live on-air this week in the aftermath of the newly surfaced video showing Ray Rice knocking his then fiancee Janay unconscious in an Atlanta casino elevator.
Kilmeade, alongside co-hosts Steve Doocy and Anna Kooiman, was discussing the impact of the new Rice footage on their show 'Fox & Friends' Monday morning.
After reading a number of tweets and messages from members of the public outraged at the actions of the now former Baltimore Ravens player the Fox employees began discussing situations they deemed similar to those which have now led to Rice's dismissal - namely Rhianna and Chris Brown's relationship and the infamous elevator altercation involving Jay-Z and Solange Knowles, his wife Beyonce's sister.
It was at that point that Kilmeade opted to make light of the situation, quipping; "I think the message is take the stairs."
Viewers were quick to, quite rightly, complain at what they had just seen from the experienced presenter with his tasteless joke certainly taking away from the serious domestic abuse discussion.
His co-hosts laughing at the situation was also worrying as was Steve Doocy adding that perhaps the real lesson was to remember that there were cameras in hotel elevators.
Hardly constructive contributions from the Fox men.
Kilmeade took the opportunity to apologize Tuesday, but his 13 second rebuke was hardly a full frontal apology, or acceptance of wrongdoing on his part.
The unsavoury incident comes just a few weeks after another television reporter, ESPN's Josina Anderson, was called out for her own ill-timed, and ill-thought out comments on another headline grabbing story - Michael Sam's NFL career.
Anderson apologized after deeming a story concerning Michael Sam' showering habits at the St. Louis Rams newsworthy.
Both cases go to show that live television has the capacity to leave its presenters looking foolish but hopefully with the public calling out both individuals others will think twice about following suit in the future.