Scrolling through twitter yesterday, there was an evident theme in response to the opening ceremony of the Paralympics - ‘We’re all annoyed because of advert breaks.’ ‘Why are Channel 4 hosting?’ etc.
Well, there are some pretty flipping good reasons why C4 absolutely rinsed the BBC in the bid to broadcast the games. As this article from Scope emphasises, Channel 4’s main aim was for our perceptions of disability to be challenged, and they were willing to put in more time and money into making this the most commercially successful Paralympics ever, which it is.
Their advertising campaign has played a significant part in the popularity of this years games over those in previous years, D&AD claiming that “if anything deserves the black pencil award, it’s this…”
Channel 4’s entire approach to the hosting has been wholly very positive, and considering we are still at a point where disability is greatly misunderstood or ignored, they have done phenomenally well to increase enthusiasm and interest.
But obviously our viewing experience is far more important than any of that, so let’s compromise on everything else so that we don’t have to watch adverts yeeeeah?