The Welcome to Country and accompanying Indigenous dancers were seen but not heard by the television audience tuned into Australia's opening FIFA Women's World Cup match against Ireland, angering the Aboriginal Elder delivering the acknowledgment on the World Cup stage.
While the more than 75,000 in attendance at Stadium Australia could appreciate the First Nations presentation, three free-to-air TV commentators talked over the top of the presentation, quelling the interest of viewers at home.
Dharug Elder Aunty Julie Jones was left bitterly disappointed after learning days later that Channel 7 commentators had "silenced the voices and the storytelling of women that have been a part of the oldest living culture on the planet".
"It was culturally devastating," she told NITV.
"Generally, we take our responsibility and obligation not just to each other on Country but to everyone on our Country seriously."
Primary World Cup broadcaster Optus Sport at the same time left Aunty Julie's speech uninterrupted for its Pay-TV audience ahead of the opening match for the Matildas campaign on Australian soil.
At one stage, Channel 7 told viewers of the importance of Welcome To Country in the message before soon after deciding to cut to an advertisement about deodorant.
"I kind of felt that they might do a better job, given the gravity and the weight of the event itself," Aunty Julie said.
"Channel 7 actually have a bit of a history of this."
That history was an appalling racist gaffe relating to the results of football's 2021 Euro Cup final between hosts England and eventual winners Italy.
Channel 7 had initially posted online that England's 3-2 penalty loss came after "three black players failed in the penalty shootout".
The post was later amended to remove the race of the players.
The network's boss called the incident a "terrible mistake", but it has shown a cultural insensitivity once again.
"I don't know whether it was cultural ignorance or ego, but for two minutes, the three presenters, who were babbling on for the whole World Cup commentary just couldn't be respectful," Aunty Julie said.
"We had a three-minute ceremony to perform ... I don't understand why it was hard to just be respectful."
The ceremony included an Indigenous performance from the dancers of the Jannawi Dance Clan, but despite four months of practice and rehearsals for the young girls to perfect the moment, they were disregarded in the broadcast that reached 1.97 million.
"We were just in shock at first, I think, because we are telling the girls this is going to be seen around the world," Aunty Julie said.
"The only opportunity for most of these children's families to see them was that free to air broadcast."
The director of Jannawi Dance Clan has also expressed her displeasure in recent days after social media erupted and alerted Peta Strachan to the flagrant disrespect while Indigenous Australia was putting on a show to the world.
"We had new costumes made for the girls...the amount of props and costumes and the rehearsals that went into this was huge – I felt really ripped off," she said.
"We're supposed to be feeling really good and we should be celebrating, but so many people were just really disappointed."
This comes after Channel 7 match caller David Basheer was slammed for a remark on the night over Katrina Gorry's return to the pitch after giving birth two years ago.
He remarked motherhood had not "blunted the competitive instincts" of the Matildas star, though the player said she did not take offence at Basheer's words.
