Considering the constant bombardment of HD hype, it's a pretty spectacular own goal. This is not the first time it has happened either, as Everton fans will remember from last season's FA Cup derby with Liverpool when a similar problem occurred.
The difference this time for HD's and ITV's reputation was that thousands of fans vented their anger instantly through Twitter, calling it a 'joke' and an 'embarrassment'.
ITV was streaming the match to an online audience. For it not to address this audience was a mistake.
Social media reaches 77 per cent of the online population. Using social media channels like Twitter to communicate with consumers during an emergency is now imperative for brands.
New technology lives or dies by delivering on its promise, especially given the economic climate. It needs advocates to spread the word, build credibility, belief and new fans.
Like Robert Green, ITV has apologised to supporters for its howler, but now it needs to show fans it is doubly determined to make amends and avoid another red card.
Stuart Yeardsley, director, 3 Monkeys Communications