The Today show slammed for 'cultural appropriation' after Steven Jacobs wears Native American headdress and speaks with an Indian accent... as program's 'We love Australia' special bombs with bad ratings

After a gradual drop in the ratings over the past few weeks, the Today show has now come under fire for its controversial weather segment on Thursday morning.

Fans took to social media to slam the Channel Nine breakfast show, after weather presenter Steven Jacobs sported a Native American headdress while speaking with an Indian accent.

'It's unacceptable that cultural appropriation is happening like this in 2016,' one fan wrote on the program's official Facebook page, while another claimed the segment was 'a racist caricature'. 

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Under fire: Viewers have slammed Channel Nine's the Today show after weather presenter Steven Jacobs sported Native American attire while speaking with an Indian accent

On Thursday, the Today show was broadcast from New South Wales' Hunter Valley, with the show's hosts Karl Stefanovic and Lisa Wilkinson doing a live cross to Jacobs at Aranyani Bison Tourist Adventure Park in Myrtle Creek.

Appearing on screen to present the weather forecast, Jacobs was dressed in a Native American costume, complete with the traditional headdress. 

'We're at Aranyani Bison Tourist Adventure Park,' he said, before adding: 'Now this is the only place in the country where I think you can dress up as a bison/Indian and go for an Argo tour with the whole family'. 

Not happy: One fan wrote on the show's official Facebook page, deeming the segment a 'racist caricature of a Native American' 

Not holding back: Another fan said the segment was a 'disappointment' 

Controversial: Appearing on screen to present the weather forecast, Jacobs was dressed in a Native American costume, complete with the traditional headdress

It didn't take long for fans to lash out at the media personality and the Channel Nine show, especially after Jacobs intentionally spoke with a strong accent, joking 'That's the wrong Indian'. 

'So disgusted with what I'm seeing this morning,' one viewer began penning their response on Today's Facebook page.

She continued: 'Not only did one of your hosts dress up as a racist caricature of a native American, he referred to them as Indians and then did a racist Indian accent, joking "that's the wrong Indian",' read the post. 

'Just cause we live in Australia doesn't give us an excuse to be ignorant to the fact that native Americans have been subject to incredible violence, especially when indigenous Australians have been subject to similar genocidal treatment,' she added. 

No funny talk here: It didn't take long for fans to lash out at the media personality and the Channel Nine show, especially after Jacobs intentionally spoke with a strong accent, joking 'That's the wrong Indian' 

Passionate: This fan declared the segment was 'malicious towards Indigenous people' 

Live cross: On Thursday, the Today show was broadcast from New South Wales' Hunter Valley, with the show's hosts Karl Stefanovic and Lisa Wilkinson doing a live cross to Jacobs at Aranyani Bison Tourist Adventure Park in Myrtle Creek

'We're at Aranyani Bison Tourist Adventure Park,' he said while, before adding: 'Now this is the only place in the country where I think you can dress up as a bison/Indian and go for a argo tour with the whole family'

Meanwhile, another viewer said it was an utter 'disappointment' to see Jacobs sporting such attire on the show. 

'It's unacceptable that cultural appropriation is happening like this in 2016 and ever so casually,' he wrote, before adding: 'Not only was it disappointing to see him wearing the headdress, but he took it to another level altogether by mocking Indian accents - talk about racist'.

Others seemed to pose a serious question to the management and producers of the program, writing: 'In what planning meeting did this level of racism, cultural appropriation and utter disrespect get the go-ahead?'. 

Another passionately penned: 'You should know better Today Show'. 

Daily Mail Australia has contacted Channel Nine for comment.

Social media post: Jacobs went on to post a series of snaps of himself in the Native American attire

 'When you wake up in a teepee': Jacobs pictured with one of the producers 

Selfie: The television presenter is yet to respond 

Meanwhile this is just the latest blow for the breakfast show, after its recent decline in television ratings. 

Over the past three days, the program has ranked only at number 29, 33 and 35 in the rankings, far behind rival Channel Seven show Sunrise on two of those occasions. 

The last day of May saw The Today Show yield 297,000 viewers across the five main metro cities, compared to top rating program Four Corners with 535,000 viewers, and Channel Ten's The Project coming second with 520,000. 

And this isn't the first time the show has come under fire for 'racist' remarks made on air. 

Ratings drop: Meanwhile this is just the latest blow for the breakfast show, after its recent decline in television ratings

Rivals: Over the past three days, the program has ranked only at number 29, 33 and 35 in the rankings, far behind rival Channel Seven show Sunrise on two of those occasions

In April, host Karl Stefanovic raised eyebrows after making a comment about his co-host Lisa Wilkinson being 'too white' to be nominated in the Gold Logie category, after Lee Lin Chin and Waleed Aly managed to score nominations.

'Where is Lisa Wilkinson's Gold Logie?' fellow Channel Nine star Ben Fordham inquired during the show, to which Karl eventually responded: 'Lisa's too white'.

'Is that it?' Ben replied.

Nodding, 56-year-old Lisa laughed, saying: 'I got a spray tan and everything, still didn't make it'.

He went there: In April, host Karl raised eyebrows after making a comment about his co-host Lisa Wilkinson being 'too white' to be nominated in the Gold Logie category

Diverse lineup: The Project's Waleed Aly (L), who went on to win the award, and SBS newsreader Lee Lin Chin (R) were nominated 

Playing along: Nodding, 56-year-old Lisa laughed, saying: 'I got a spray tan and everything, still didn't make it'

This came just over a year after Karl was forced to eat a spicy curry as punishment after his '7-Eleven' sledge against a group of Indian cricket fans caused viewer backlash.

Karl was hit with a barrage of criticism when he asked a group of Indian fans at the Sydney Cricket Ground 'who's going to be manning 7-Elevens today?'.

The fan hit back saying 'you might have to look at Centrelink as well I think Karl' in terms of Australians at the World Cup match.

Meanwhile, coming back to Thursday's weather segment on Today, presenter Jacobs isn't the first famous face to come under fire for dressing up as a Native American. 

In January earlier this year, Chris Hemsworth and Elsa Pataky posed in Native American costumes at a New Year's Eve fancy dress party.

Heated situation: In March last year Karl was forced to eat a spicy curry as punishment after his '7-Eleven' sledge against a group of Indian cricket fans caused viewer backlash

Not holding back: Karl was hit with a barrage of criticism when he asked a group of Indian fans at the Sydney Cricket Ground 'who's going to be manning 7-Elevens today?'

Fans were quick to condemn the pair for their choice of attire, with one Instagram user commenting: 'This is so disappointing to see. Native Americans are real, their culture is real.' 

Meanwhile, another suggested the couple's costumes were an example of cultural appropriation, writing: 'Can't put into words how wrong this is'.

One Instagram follower chose to aim their comment directly at 32-year-old actor Chris. 'Oh no Thor has gone and effed up with this cultural appropriation,' they wrote. 

Another simple asked: 'Why Hemsworths? Why?' . 

In the image, Elsa donned a feathered headdress, while Chris sported a black wig and war paint.

It comes after Native American headdresses have previously been banned from various events including popular music festivals.

Controversial: Chris Hemsworth and wife Elsa Pataky came under fire earlier this year for dressing up as Native Americans at a New Year's Eve fancy dress party (the couple are pictured far left)

Traders at the Glastonbury Festival had been banned from selling Native American headdresses after a petition was established by Daniel W Round on Change.org.

Daniel said: 'There has long been consensus among indigenous civil rights activists in North America about the wearing of headdresses by non-Natives – that it is an offensive and disrespectful form of cultural appropriation, that it homogenises diverse indigenous peoples, and that it perpetuates damaging, archaic and racist stereotypes.' 

Chris and Elsa are not the first famous faces to have come under fire for sporting Native American-inspired headdresses.

In April 2014, Victoria's Secret model Alessandra Ambrosio shared an Instagram photo of herself wearing a traditional headpiece to Coachella.

Model mayhem: In April 2014, Victoria's Secret model Alessandra Ambrosio shared an Instagram photo of herself wearing a traditional headpiece to Coachella 

In June that year, Khloe Kardashian donned a headdress for the first birthday of her niece North West, and shared photo of herself sitting next to a tipi with her legs crossed. The caption read, 'Ray of clouds. Chirping of birds. Gurgling of water. Granting desire. One with water. #Kidchella my first Coachella!!!'

Cliff Matias, cultural director of the Redhawk Native American Arts Council, called the image 'insensitive' in an interview with Page Six.

And Pharrell Williams was forced to apologise after wearing a headdress on the cover of ELLE UK's issue in July that year. 

'I respect and honor every kind of race, background and culture. I am genuinely sorry,' he said in a statement. 

Wore one too: In June 2014, Khloe Kardashian donned a headdress for the first birthday of her niece North West