Hats off to Channel 4 and congratulations so far for an incredible job in broadcasting the Paralympics, it was no doubt a massive risk to take, a significant amount to invest and the danger that the odd observer will [and have ] criticise.

It’s success is more significant as the first weekend and second week coincide with the arrival of the big guns on the rival networks -XFactor, Doctor Who, Big Brother Evictions, MOTD etc -despite this the daily Tweets from @LiamHamiltonDCD detail the significant ratings the coverage is attaining “Sunday night,ahead of all except BBC1″ being his latest.

Perhaps and just for a couple of weeks Channel 4 will be instrumental in the legacy of the Olympics – not 9 year olds being forced for two hours a day to run up and down in the pouring rain being urged on by suited men hanging from zip wires but the realisation of what “reality” really is and means.

The exchange of Big Brother for the Paralympics is significant.

What is the more entertaining an anonymous contestant waiting to see whether a beach ball falls down a flashing red or black hole or the sight of a real person who has strained every sinew to then collapse in anguish in “only getting a silver” in the table tennis ?

Those advertisers not caught up in share-deals will hopefully take advantage this week and emulate the excellent work that BT has created.What a terrific environment for a an advertiser to appear in.

I have been through my 2012 App and Twitter very “aware it’s there” and zapped across to enjoy the spectacle that 80,000 live souls are experiencing in the east of London.Clare Balding who has patently researched herself to sleep and despatches knowledge and authority whilst linking with the mainly less experienced but non the less enthusiastic new presenting talent.

There is a new sports Channel launching soon called “London Legacy” who are promising to cover minority sports, they could do us great service [advertising support willing] in also covering the more popular events featured in the Paralympics.In fact Channel 4 could do us all great service in Sponsoring or ad funding the events they broadcast.

Good luck Channel 4 for the rest of this week and fingers crossed for some of the Para Olympians being signed up by advertisers.