Flush with the ratings success of the 2012 Paralympic Games, which saw Channel 4 enjoy its largest audience in a decade when 11.2m tuned into the opening ceremony, a fight has already broken out over the 2016 re-run in Rio.
Remarking that the broadcaster would be crazy to walk away from the ratings hit Stuart Cosgrove, C4's director of creative diversity, said: “The Paralympics have been great for Channel 4 and we would be mad to simply break off and walk away. Rio will be a creative fist fight for the rights.
“We will put forward a strong argument based on the airtime we have given and the creative energies we have brought to it.”
New found media interest in what was previously a niche sport has seen Sky Sports 3 to screen the Disabled British open golf tournament whilst the broadsheets also dedicated extensive daily coverage to the feats of athletics prowess.
Noting this boost in fortunes the IPC, which saw its Facebook site grow from 30,000 fans to 117,000 and Twitter followers to 37,000, said the media attention had been ‘unprecedented’.