KTVA reporter Charlo Greene quit her job on live TV yesterday, while revealing herself to be the CEO of the Alaska Cannabis Club.

After presenting a segment on marijuana legalisation, Greene told viewers she would instead be focussing on the fight to decriminalise recreational cannabis use in Alaska, having previously reported on the club without mentioning her involvement with it.

In a spectacular twist to the end of the report, Greene said: "Now everything you heard is why I, the actual owner of the Alaska Cannabis Club, will be dedicating all of my energy toward fighting for freedom and fairness which begins with legalising marijuana here in Alaska.

"And as for this job, well, not that I have a choice but, f**k it, I quit."

The Alaska Cannabis Club, which connects medical marijuana cardholders with local growers, urged its Facebook followers to tune into KTVA earlier in the evening.

Following Greene's mic drop, the shocked main anchor could just about sputter the words: "Alright we apologise for that... we'll, we'll be right back."

The station promptly apologised on Twitter for Greene’s language and confirmed that her employment had been terminated:

Viewers, we sincerely apologize for the inappropriate language used by a KTVA reporter on the air tonight. The employee has been terminated.

— KTVA 11 News (@ktva) September 22, 2014

Greene has now begun an Indiegogo campaign for cannabis reform, explaining in its summary: "I'm Charlo Greene, the president and CEO of the Alaska Cannabis Club - Alaska's only legal medical marijuana resource.

"I just quit my news reporting job on live TV to announce that I am redirecting all of my energy toward helping to end a failed drug policy that has ruined the lives of far too many Americans."

The activist also released this video explaining her actions in full, ahead of Alaska's November 4 vote on legalising marajuana: