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.
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.