Currently serving as a judge on the latest UK series of The X Factor, Sharon Osbourne just had some first-hand experience in the perils of live TV with a painful moment that had viewers cringing.
The 64-year-old star and wife to Ozzy Osbourne was introducing her act in the show's sing-off round when she entirely forgot the singer's name.
"Now, it's the songbird from abroad ..." Osbourne began, before looking at her other judges in panic.
"What's her name? What's her name?" she muttered during the cringe-worthy flub, which you can watch above.
After a few prompts from fellow judge Louis Walsh, she remembered her act's name: "Saara!"
This isn't the first time Osbourne has forgotten the name of her act, Finnish singer Saara Aalto - it's actually the third time she's drawn a blank when referring to her throughout the season.
Viewers were quick to criticise the absent-minded judge on social media, with some accusing her of being drunk while others questioned just how much valuable mentoring Osbourne could be providing Aalto given she doesn't seem to remember who she is:
Sharon Osbourne's obviously just there for the free outfits this year. Terrible!! @TheXFactor— Tony Maudsley (@TonyMaudsley1) October 16, 2016
Sharon Osbourne on #XFactorResults asking Louis the name of her act just before she introduced her for sing off. poor oh...what's her name?!— Rachel Sheridan (@Sheridancasting) October 16, 2016
@MrsSOsbourne why do you bother to turn up for X factor ..? Embarrassing.— Mark rose (@Markrose70) October 16, 2016
Viewer speculation that Osbourne might've been inebriated may have been off the mark, with recent reports that the judge has sworn off the booze entirely this season.
"In previous years, toward the end of a day's filming she has often enjoyed a tipple or two. It's a running joke that she is much more animated after a long day on set. But Sharon is off the drink - she has a lot on her plate at the moment. She's been jetting back and forth from London to the US to do her chat show, The Talk," a source close to the show told The Mirror.