Olympics: Negative advertising

I don't usually watch TV One news and sport - I find their presenters smug and ill-informed. But they have got the Olympics, and so I have to watch it. I have SKY, which I am happy to pay for and I would far rather the Olympics were on that as well, and then I could have the choice which version to watch - and it wouldn't be One's.

Yesterday I watched as commentators stumbled through sports they knew nothing about - I can forgive that. One of the great things about the Olympics is the fact that every four years you get to watch sports you know nothing about - and won't watch again for another four years. I was intrigued by the fencing, in which the outfits looked like something left over from the Dr. Who costume department.

What I can't forgive is the amount of advertising displayed throughout the sports. I know that advertisers have paid for them to afford the rights (although, as I said, I would have preferred to watch it on SKY) but must they put adverts on every ten minutes - I timed them. They came on during football matches and the crucial parts of the women's road-cycling race. Events were missed or shortened as they were busy prostituting the ethics of The Games.

In cricket, adverts are put on at the end of overs; in tennis at the chage of ends; but in football, it seemed appropriate to just throw them in at random. Why could they not have waited for a goal kick, or after a goal was scored (there were a handy five against New Zealand when they played Brazil). So I idled away the down time between sports by making a list of the products I won't be buying. I know who they are, but I won't give them extra publicity here.

Even more infuriating were the adverts for TV One scattered throughout - I'm already watching your station! I shan't again unless I absolutely have to, especially not Fair Go - is it fair that I am trying to watch the road racing and your mug keeps popping up with annoying regularity? And as for that advert that tells me to 'watch sporting history being made in high definition', I can't bloody watch it anything with all these sodding adverts!

In the rare breaks between rampant commercialism I saw Britain's first gold medal, as Nicole Cooke ploughed through the teaming rain to win the road cycling race and then rushed to embrace her teammates. It was a fantastically gutsy performance and I forgot my gripes as she celebrated her well-deserved victory,. Congratulations Nicole!

I'm also keen to see Michael Phelps storm through the waters in the pool. I wish him all the best in his quest for eight gold medals. That would be a truely phenomenal achievement and a story worthy of the Olympic Games. If he 'only' wins a few, I shall not think he has failed, or feel smug that he didn't achieve his goals. I am impressed by the fact that he can and he thinks he can. I hope he does.