Channel 4 are changing the British Paralympic brand

As the 2012 Summer Paralympic Games are set to arrive in London, Great Britain on Wednesday 29th August 2012, something will be a little bit different for fans of the competition in Britain who would rather get their sporting fix from sitting in an armchair than sitting in a stadium.

There will be a lot of coverage on terrestrial television and when I say there will be a lot, I mean that you will be able to follow the Paralympics from the beginning of the day to the moment that your brain cannot take any more.

This is something which has only been the case for the Summer Olympic Games in the past. The BBC have provided blanket coverage of the Olympics but then very little of an event that gives disabled athletes an opportunity to excel, in exactly the same way that their able-bodied counterparts compete. Continue reading