NEW YORK (1010 WINS)  -- There are a few words you can't say on TV, especially if you're a news anchorwoman. During a live promo for the 11 p.m. news Monday night, WNBC Channel 4's Sue Simmons said one of those words.  In fact, it was the one that starts with an 'F.'

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The 64-year-old was teasing a story about the high price of groceries when suddenly tape switched from a box of cereal to an image of a cruise ship from another story.

That's when Simmons, apparently upset at the mistake, can be heard shouting "What the heck are you doing."  Except she didn't say 'heck,' she said THE word, the big one, the queen-mother of dirty words, the "F-dash-dash-dash" word!

When the 11 p.m. newscast started, Simmons and co-anchor Chuck Scarborough acted as if nothing had happened, but about 10 minutes into the broadcast, the newswoman apologized.

"I have to acknowledge an unfortunate incident," she said. "I used a word that many people find offensive. It was a mistake I made and I'm truly sorry."

The station hasn't commented beyond Simmons' apology.

(Photo courtesy WNBC.com)

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