Reactions to the first night of the Olympics on social media was volatile, with viewers already vocal about the amount of coverage they were seeing.
As we saw with Beijing, this is the challenge for any Free to Air broadcaster: how to cover multiple sports via one signal yet not be accused of limited coverage.
Viewers whose sport is interrupted to whiz across to another are quick to express their anger via Twitter and last night there was plenty of that.
Others were sarcastically accusing Nine of interrupting their commercials and promos with Olympic sports.
Certainly the scheduling of ads seemed to vary greatly, with some breaks feeling very short while others were much longer. This, no doubt was in response to working around live events.
I timed the breaks across three hours and you can see these below. Despite some segments feeling very brief, it still works out at about 4 ad breaks per hour, and in reality some of them were actually very short. But it does feel like we are fleeting across events like a highlights snapshot rather than extensive coverage.
8:17 (break begins)
8:18 (break ends)
Update: Swimming, Judo, Shooting
1058 (break ends)
And if you Australian coverage was tough, NBC is under fire in the US for delaying the Opening Ceremony live and waiting until primetime to screen it.