Heggen’s small package takedown on Aiston becomes Ten’s first video to hit 10m views

heggen aiston awkward moment

"Mark, you would know about that"

An awkward exchange during a Ten News bulletin has become the first piece of video content uploaded by an Australian TV network to receive more than 10m views on YouTube.

Uploaded as “An awkward moment”, the clip features Ten’s Belinda Heggen and Mark Aiston bantering during a 5pm bulletin last February.

an awkward moment 10mAiston remarked at the end of the sports roundup about The Ashes trophy: “I just can’t understand how something so small could be so impressive.”

Heggen deadpanned: “Well Mark, you would know about that.”

The video passed through 10m views earlier today.

The video has had twice the views of the next most viewed piece of Ten content – a report on planking which has had nearly 5m views, in part thanks to a member of staff planking on the newsdesk at the end of the report.

An Awkward Moment's path to 10m | Source: YouTube analytics

An Awkward Moment's path to 10m | Source: YouTube analytics

The exchange was initially uploaded by others after being publicised by a rival network but Ten issued copyright claims and uploaded it to its own channel when it became popular. It hit 5m views within days, before its growth flattened out.

While YouTube does not give many public indications of what it pays its partners, it is likely that Ten will have received shared advertising revenue of around $40,000 from the “An Awkward Moment” video.

Ten is far ahead of its rivals on YouTube when it comes to video views.

The main Channel 9 YouTube channel’s most popular video is a promo for British comedy Come Fly With Me which has had just over 100,000 views.

Seven’s most popular video is one featuring Justin Bieber’s appearance on Sunrise in 2010 which has had nearly 3m views.

The ABC’s is a promo for V8 driver Craig Lownes in an episode of Roary The Racing Car which has had nearly 1.8m views.

A 2009 Sky News interview with Rupert Murdoch is approaching 200,000 views.

SBS’s top video is a Go Back To Where You Came From promo with 50,000 views.

Ten, which is currently struggling in the TV ratings battle, declined Mumbrella’s invitation to comment on the milestone.



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