The Indian cricket fan would want to forget the just-concluded World Cup as a nightmare but the double whammy of the national team's shocking exit and atrocious TV coverage would leave bitter memories for a long, long time.
Former Australian cricket captain Steve Waugh, who was in India during the World Cup, gave vent to his disgust by stating that the telecast in India was "unwatchable".
"It is annoying, ridiculous and an insult to the game to see an advertisement being squeezed in just because the bowler has not reached the top of his run-up," the Australian great wrote in a newspaper column, cautioning that "somebody needs to protect the game from becoming devalued in this manner".
Angry cricket fans are going online to flay the private channel for its TV coverage, but the channel appears to be unconcerned.
Expressing ignorance about Waugh's comments, a spokesperson for the channel said, "we showed the whole game. The advertisements were shown at the end of an over" --a statement that insults millions who suffered the telecast.
Bloggers have accused the channel of robbing the viewers' pleasure with its "senseless timing" of advertisements to make "a little extra money".
"How else do you explain these morons showing an advertisement when the bowler is setting his field and cutting it halfway through because he is running into bowl. Even a slight delay by the bowler sends these idiots scurrying off to show an ad," complains a blogger at bangaloreblues.Wordpress.Com.