A peak audience of 11.2 million watched Channel 4's broadcast of the rousing opening ceremony for the London 2012 Paralympic Games, titled “Enlightenment.” An average 7.7 million tuned in to see the four-hour show on August 29th. (Not coincidentally, the Queen entered the stadium at 8:45pm, when viewing peaked.)

The British broadcaster reported that it was its largest audience in more than 10 years. "Last night's opening ceremony was a spectacular start to the London 2012 Paralympic Games," said Channel 4's Jay Hunt. "I'm delighted that so many viewers enjoyed it with us." 

The ceremony, inspired by Shakespeare’s The Tempest and following on from the "pandemonium" of the London 2012 Games Opening Ceremony, focused on the story of scientific discovery and education.

Sir Ian McKellen danced to a stirring version of "I Am What I Am," as the stadium was transformed into a representation of the Large Hadron Collider at CERN in Switzerland. Accompanied by narration from physicist Stephen Hawking, a new musical piece based on Newton’s Principia Mathematica underscored the theme of the Games: ability and achievement come in many forms.Continue reading...

The five Olympic rings are being replaced by the three Paralympic agitos as the London 2012 Games prepare for new venues, world records and athletes, including 1,800 wheelchair users, 22 assistance dogs, and 293 buses converted for extra wide access.

This will be the biggest Paralympics in history, with 4,200 Paralympians from 165 nations competing in sports ranging from wheelchair racing, athletics, and blind football to wheelchair rugby.

"We are seeing the nation really embracing the Paralympics, buying tickets and putting us on the way to being the first sold-out Paralympics and showing a huge amount of interest in Paralympics GB," said Paralympics GB's chief executive Tim Hollingsworth. 

Paralympics TV broadcaster Channel 4 is offering packages of eight-ten spots, including both daytime and prime. “We think that the Paralympics will perform strongly from a viewing standpoint, so it is a smart buy,” said Adrian English, head of media investment at agency Carat. Continue reading...