OH, CBC. The 24 hours you have had...

Less than a day after CBC commentator Byron MacDonald was forced to apologise for saying 14-year-old Chinese swimmer Ai Yanhan “died like a pig” live on air, the broadcaster’s reputation has once again been called into question.

While calling the men’s 200m individual medley, one of CBC’s announcers made a very noticeable, and hugely embarrassing error.

Announcer Elliotte Friedman got his lanes confused, thinking American Ryan Lochte was swimming in lane four, when it was in actual fact fellow team USA member Michael Phelps.

Friedman thought he was witnessing something historic — the greatest swimmer of all time failing to reach the podium in one of his best events. When in reality, he was watching Phelps absolutely dominating the competition to win his fourth 200m individual medley gold at as many Olympics.

“Phelps doesn’t look like he has this one in him,” Friedman said as the real Phelps surged a full body ahead of the pack in the final 20m.

“Ryan Lochte is going to earn his 13th career medal. Saving the best for last.

“Finally he is going to do it. Ryan Lochte is going to beat Michael Phelps in this event in the Games.

“And Phelps might not make the podium.”

As the swimmers touched the wall, and the graphic reading 1. M. PHELPS appeared above lane four, the commentator realised his mistake. An awkward silence was followed by a quick apology.

“I apologise,” he said. “I got my lanes mixed up. Phelps with the gold.”

Friedman later apologised for the mistake with a concise tweet.

I'm sorry everyone. I blew it. No excuses — Elliotte Friedman (@FriedgeHNIC) August 12, 2016

Just like the schoolboy who wets his pants during maths class, we dare say it will be some time before Friedman lives this one down.