Cape Town - Amid great fanfare, the South African version of The Great British Bake Off launched on DStv last night.
Except that it didn't.
Viewers were treated instead to a rerun of a masterclass from the British version.
The show was due to go out at 8pm, and at 8.02pm BBC South Africa tweeted: "Due to a technical issue, we're not able to bring the premiere of #SABakeOff at 20:00. Apologies. Updates to follow."
At the time of writing there had been no updates on the Twitter account, and it remains unclear what kind of technical issue could have stopped the show being aired.
The hashtags #GreatSAbakeoff and #sabakeoff were filled with questions and - of course - baking puns.
A_C asked: "@DStv never mind Trevor Noah et al, where the heck is Great SA Bake Off ? Someone push the wrong button? #GreatSABakeOff #useless"
Garth Breytenbach said: "You`d think that getting the Premiere of a new baking show scheduled properly would be a piece of cake! @DStv #GreatSAbakeoff"
And BBC South Africa's Twitter feed was filled with apologetic replies to queries, the most recent (close to midnight) saying: "Thank you Aggrey. We are so disappointed and cannot apologise enough to our viewers.We'll update with a rescheduled date tomorrow."
But the prize for Twitter fail of the night goes to show sponsor Mugg & Bean which sent out a Tweet at 9pm, saying: "Did you enjoy the first episode of the #SABakeOff? Who is your favourite contestant? #lovefreshlybaked".
The tweet is not longer visible on their account, and Mugg & Bean has done some damage control, saying at 10.26pm: "Even the best bakers have one or two flops. Apologies for our earlier tweet. Looking forward to a new screening date from @BBCSouthAfrica"
IOL
@reneemoodie