Is this the new Natasha Exelby? TV journalist goes viral over broadcast gaffe

Spare a kind thought for the latest broadcast journalist to be caught unawares on live television.

TV journalist Maria Ryabova has gone viral after she was caught rapidly removing her coat before her live piece-to-camera in Yuzhno-Sakhalinsk, Sakhalin Oblast, a Russian island near the northernmost tip of Japan.

In the footage, Maria can be seen shivering in the freezing cold region before jumping up with a start.

As her producer yells, "Take off your coat! Throw it on the ground!" she throws her coat dramatically into the bush.

She then casually continues the broadcast as if nothing happened, putting on her best smile while reporting on Victory Day in Russia (celebrating the nation's defeat of the Nazis in 1945).

It's worth noting just how damn fierce she looks as she's chucking the coat aside.

The footage may remind you of Natasha Exelby, a former ABC news presenter and national treasure who went viral over a three-second gaffe.

Exelby was caught daydreaming while doing the late-night coverage on ABC News 24.

The clip immediately made the rounds online, with most people supporting the presenter's innocent gaffe.

She was later banned from future broadcasts, much to the dismay of many journalists and politicians around the country, who took to social media defending her.

Onya Maria. It happens to the best of us.