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Logies leak fuelled by social media

Not even the most comprehensive of social media strategies could have prevented the winner of the gold Logie award from being kept a secret, after a technical glitch saw comedian Hamish Blake's named published online prior to the official announcement.

The 54th TV Week Logie Awards were hosted in Melbourne last night (April 15), celebrating the country's most popular programs and stars on the small screen.

Renowned for the coveted Gold Logie for most popular personality on Australian television, the awards ceremony was faced with a 21st century dilemma – the winner's name was revealed online before being announced to the ceremony's attendees and on the delayed telecast.

News Limited publication the Herald Sun posted the story by mistake, which was then instantly picked up by Google News and users on social media platforms such as Facebook and Twitter.

"During [a] live testing [of the Herald Sun iPad app], a link to an embargoed story naming the winner was momentarily created and published by Google," the news source explained on its website today (April 16).

"The link was discovered almost as soon as it had been created and immediately killed."

The media outlet was later evicted from the event's press room due to the incident.

There were mixed reactions from those at the ceremony, with Channel Nine reporter Ben Fordham tweeting: "I'm hearing some websites have already published the winner of Gold Logie. We're in the room and don't know yet. Poor form."

However, the leaked news failed to reach the winner Hamish Blake, who asserted: "Ultimately all that information was kept from me so it was a genuine surprise".

The top prize was Blake's second for the night, after he also took out the Most Popular Light Entertainment Program with his comedic partner Andy Lee for their show Hamish and Andy's Gap Year.

Posted by Elise Ferrari