The Seven Network's new game show - ironically called Behave Yourself - has tongues wagging before it's even started. 

The show has caused a stir after comedian Dave Hughes claimed he was shunned from the program because he roasted Seven's chief executive Tim Worner at the Logies. 

Behave Yourself features Australian comedians and television personalities taking part in a quiz show alongside embarrassing challenges. It will debut on people's television screens in the coming weeks. 

Hughes was due to film an episode for the upcoming panel-style show over the weekend, but was told he wouldn't be needed at the last minute.

It is understood Hughes was told the network wanted him on the program, but staff would need to check with the powers that be first.

During his opening monologue at The Logies, Hughes ruffled feathers at Seven when he brought up the Tim Worner and Amber Harrison affair. 

"Channel Seven were working on a pilot of The Wrong Girl, that was starring their CEO Tim Worner," he said. "That was more a reality show. He picked the wrong girl to mess with."

After the crowd laughed and winced in equal measure, Hughes added: "I've never worked on Channel 7 and I probably never will." 

However, before you start tut-tutting at the curious timing, Seven has firmly denied Hughsey was turned away from Behave Yourself because of the Logies gag - or any gag, for that matter.

A spokesman said it was merely a scheduling error and the network would be happy to host the popular radio personality "anytime". 

"We've been trying to get Dave on Channel 7 for years, and that door remains wide open," he said.

Hughes was reluctant to speak to Fairfax Media. However, always the businessman, he promised to address the fiasco on his Kiis FM show on Wednesday afternoon. 

Either way, it's safe to say the comedian will be sure to call Seven's bluff and milk any opportunities that now come his way.

"I'm happy to go on Sunrise in the morning," he joked.