Whoever at Channel 4 that had the audacity to outbid the BBC for coverage of the Paralympics deserves a gold medal. The reported nine million pounds paid is an absolute bargain when you consider that the rights for a single England international might sell for a couple of million.
It has filled up the airtime for two weeks and audiences have been so large that coverage has been extended to sixteen hours a day.
The opening ceremony drew over eleven million viewers and the channel has regularly drawn larger audiences than ITV.
Perhaps it should be a lesson to other broadcasters around the world, clinging to their bad game shows, reality TV and tired sitcoms.