'You stupid man!': Sunrise's David Koch goes off at a viewer after a Today Show slip up.

Things got a little awkward during the ‘Cash Cow’ segment on Channel 7’s Sunrise this morning.

In this popular competition segment, Sunrise viewers are asked to look out for the daily code word. Registering their details along with the code word enables viewers to enter the draw to win a cash jackpot. If they are selected from the draw, the Sunrise team telephone them. If the viewer answers within three rings, the money is theirs.

But the Sunrise panel were noticeably shocked this morning when the lucky winner answered the phone with the slogan of rival program Today’s cash giveaway competition.

“I woke up with Today!” John Brewer from Albury, New South Wales announced when he answered the phone.

The entire Sunrise panel cringed before bursting into fits of laughter. All except co-host David Koch who was immediately offended. Even the Cash Cow mascot danced about and seemed annoyed.

"You stupid man!" Koch said. "Why the frick would you want to wake up with today?"

"I'm not sure we're gonna give you the bloody cash now, you two timer!"

John seemed confused.

"It's Australia's number one breakfast program," Koch explained. "Not the imitators."

"It's Sunrise, John."

"Is that David Koch?" Brewer said. "You're joking!"

Koch then gave John the chance to start again and the awarded Brewer with the $30k prize.

"I don't have a television in front of me, but that is unbelievable!" Brewer said. "You would not believe how much I need this money."

Channel 9's Today was recently announced as the number one Australian breakfast show.