BBC Television News has apologised for telling viewers that Dartmouth's Blackpool Sands is in Lancashire!
The geographical slip-up came while reporting that the famous South Hams beach had won the prestigious Tidy Britain Group Award, and given an A grade for its top facilities, during its Wednesday lunchtime news bulletin.
A bemused Sir Geoffrey Newman, who owns the popular beach, commented: 'Well. We call Blackpool our Lancashire cousin, but it's in name only.
'It is very different to be associated in terms of its rather brazen image. It is not something were known for, quite the opposite in fact.'
A BBC spokesman promised to correct the mistake before the next news broadcast. 'We are sorry that this has happened' he added.