As a well-known broadcaster, Tony Veitch is used to the cut and thrust of controversy.
But this time it was different.
Instead of orchestrating the story, he was the subject.
He looked as though he would rather have been anywhere but the cavernous Crowne Plaza conference room facing
about 20 of his media colleagues armed with some hard questions about allegations that he had subjected his former partner to a beating so severe that it broke her back.
He sat down - with his wife Zoe Halford standing behind him - and made it clear to his colleagues he would not take their questions.
Then, the master of the quip and ad lib turned to the script to deliver his mea culpa.
His colleagues listened in silence as he read from the prepared statement, which was heavy on contrition but light on revelation.
"I deeply regret what happened," he said, when describing how he "broke, and lashed out in anger" after a dinner-table argument with former partner Kristin Dunne-Powell.
He said he made no excuses. But there were plenty of explanations.
His relationship had just ended. He was working seven days a week in two stressful jobs.
He was emotionally and physically exhausted and on medication. He was at the lowest ebb of his life and he was in need of help.
As you would expect from an experienced broadcaster, the delivery was impeccable.
For the most part he kept his composure but he choked up and his voice faltered as he related how, at the start of his relationship with Zoe Halford, he told her what he had done.
It was a poignant moment.
Zoe reached out and touched his shoulder and he went on to thank her for her support and her love.
The press conference ended as abruptly as it had begun.
Once he had finished reading, Veitch calmly rose and turned for the door determined to fulfil his promise not to answer any questions.
But they came anyway.
"Exactly what did you do to her, Tony," one reporter called out after the departing star.
