Preface: Viewers outraged at advertisement breaks amidst the Opening Paralympic Ceremony."
And here come the proud, courageous and inspirational para athl-"
"Now introducing Tesco's new Teflon Trouser Range!"
This was the common set up for many watchers of the opening ceremony last night, whom were left in states of burgeoning hatred against Channel 4; official broadcaster of the London Paralympics 2012.
The ceremony, which highlighted the progression of science and technology, saw the likes of Stephen Hawking and Ian McKellan making appearances.
But every 15 minutes, the dreaded 'we'll be back in a minute' was signalled. Whether it be as the athletes augustly marched representing their countries or during the opening artistic acts, commercials were spun out like clockwork as if it was just a typical re-run of Come Dine With Me. Truncating such glorious television moments.
Viewers took to social media sites to cathartically vent their disgust at the broadcaster. Compliments were rare as channel's Facebook Page was bombarded by criticism, some wry, others vulgar.
"is this for real????", "how dare they", "awful", "adverts?!! WFT" is just a minute sample of the livid opinions Facebook users postulated. All happening on a simple photo post.
Hardly any aspects of the live airing was left unscathed.
"Awful commentary", "sort out the audio", "shody camerawork".
Many are turning to the beeb's thankful online coverage as a safety net from the seemingly bent on revenue Channel 4. Why they chose to still air adverts was odd, considering earlier,there wasn't an ad to be seen on their six hour run of House Party.
Happily, some took a more light hearted approach to the controversial coverage.
'At least we don't have 24 hour ad breaks like the NBC...'