Presenters of Blue Peter, the BBC's longest-running children's show, apologised to viewers this evening, after it became the latest programme to be drawn into the TV phone-in scandal.

Earlier, the BBC admitted that the programme faked the winner of a charity phone-in competition during a live broadcast on November 27 last year.

Speaking at the end of today's show, presenter Konnie Huq said: "We'd like to say sorry to you because when this mistake happened, we let you down."

According to a BBC statement, a member of staff asked a girl visiting the programme’s studio to pose as a caller “from London” when a “technical failure” meant no real caller could be selected. She went on to win the prize – her choice of toy from a selection.

The BBC launched an initial investigation into the incident when a member of the public – who visited the studio at the same time as the girl and her parents – e-mailed the corporation, alleging that the competition had been fixed.

Finding the allegation well-founded, the BBC put together a “plan of action”, which has been approved by Icstis, the premium rate communications regulator.

Under the plan, Blue Peter will re-run the competition, choosing a winner from callers who contacted the programme on the original contest day. The BBC has launched a freephone line for viewers who took part in the competition and have questions or concerns (08000 565 363).

Richard Deverell, BBC children’s controller, said it was important that “lessons are learnt”. He said that the person responsible had acted “in a panic”. “Whilst I am satisfied that there was no premeditated attempt to deceive or mislead viewers, the decision to put a child on air in this way was a serious error of judgment.”

Speaking on Radio 5 Live, Mr Deverell did not rule out the possibility that staff would be sacked. A BBC spokesman declined to say whether or not Blue Peter editor Richard Marson knew that the competition winner was faked.

Mr Marson said: “This edition of the programme fell short of the high standards Blue Peter viewers quite rightly expect. We are absolutely committed to running competitions that are fair to all entrants and are very sorry for the way this competition was conducted.”

Today’s news comes a day after Channel 4 announced the suspension of competitions in its horseracing coverage after a “software glitch” meant callers were charged even though the contest had closed.

Last week, Five suspended its popular Brainteaser quiz show when it emerged that fake winners of cash prizes had been broadcast when technical “issues” meant no legitimate caller-winner could be found on time.

Meanwhile, programmes under investigation by Icstis include Channel 4’s Richard and Judy, the BBC’s Saturday Kitchen and ITV’s The X Factor and I’m a Celebrity… Get Me out of Here.

Despite a squeaky clean image, Blue Peter has not been untainted by scandal. In 1977, it emerged that the show’s first dog, Petra, had been secretly replaced by an identical “Petra 2” when she died days after her first appearance in 1962 .

In 1999, presenter Richard Bacon was fired after The News of the World caught him bingeing on cocaine in a front-page sting.

And last year it emerged that Blue Peter badges, which are awarded to children for various achievements and give free entry to museums and stately homes, were being traded on eBay. The badges now come with photocards.

The BBC did not make a profit from the 10p competition calls – 3.25p from each went to Unicef. The corporation has launched an immediate review of phone-ins in its children's programming.

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