It's easy to get maudlin and mealy-mouthed when dealing with the Paralympics. For years the coverage was an add-on to the "main" Olympics and media coverage focused on feel-good stories of triumph over adversity and that sort of guff. It was grand - but it wasn't covered like other sports.
That all changed in 2012 when Channel 4 became the home of the Paralympics. The iconic "Superhumans" campaign was just the start of it - the coverage was incredible but it focused on the sport and competition. It wasn't handled with kid-gloves - it was covered the same as any other sporting event. And people bloody loved it.
Adam Hills, Josh Widdecombe and Alex Brooker hosted the Last Leg after coverage of the Games - and they didn't hold back either - they took the piss of the Paralympians (the 'Don't Be A Dick' segment was inspired) and without wanting to sound too pompous about things - might just have been the most important sports programme ever made. It's not about the athlete's disability - it's about their ability.
Watch the new trailer here and see whether these competitors are worried about Zika or not. It will take your breath away.
There’s no such thing as can’t. Introducing our #superhumans trailer. Proud to be the UK Paralympic Broadcaster.https://t.co/ueUs0duWOl
— Channel 4 (@Channel4) July 14, 2016
