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SBD Global/August 27, 2012/Media
Channel 4 Hopes For Paralympic Gold As Advertisers Drum Up Excitement
Published August 27, 2012
GOING ONLINE: In London, Burrell & Brand reported that Channel 4 will be offering three live stream channels -- C4 Paralympics Extra 1, 2 and 3 -- to try to "replicate the 24 red-button channels of the BBC." The live streams will be shown on Freesat, Sky and Virgin Media and the Channel 4 website, morning till night. The channel "will be hoping to prove its reputation as a broadcasting innovator" through Lexi, a graphics system intended to simplify the sometimes confusing classification systems of Paralympic events. Competitors in eight of the 20 sports will be "assigned figures in various colours from green to red to denote the degree of their impairment." The graphic system, devised by Paralympic Gold Medalist Giles Long, also denotes missing limbs, dwarfism and learning disabilities (INDEPENDENT, 8/26).