Oops! Veteran broadcaster Meredith Vieira (pictured) dropped the "s-bomb" during a live segment of the NBC Today Show. The news host was participating in a segment that highlighted the dangers of cell phone texting and driving and the distractions it can cause drivers.

Oops! Meredith Vieira Drops "S-Bomb" Live on NBC Today Show.

She was in a simulated driving exercise when she tried to answer a text and read it out loud for the television audience. As she was reading the text, and trying to navigate her vehicle on the video screen for the exercise, she appears to lose control of her vehicle and crashes leading to the "Oh sh.." live TV moment.


She does get her hand over her mouth, but is a bit late as the slip up was already caught on film. See the video.

Awareness is up on Friday for mobile phones, texting and talking as US talk show queen Oprah Winfrey is inviting drivers to observe national "No Phone Zone Day" today and to make every car a "No Phone Zone."


Winfrey plans to devote her show to raising awareness about the widespread problem, reports the New York Daily News. "A call or text isn't worth taking a life," Winfrey said this month when she announced the initiative.

"We must not allow more mothers and fathers, daughters and sons, sisters and brothers to die before we take action against distracted driving."

(Image: WENN)