Championing alternative voices is at the heart of Channel 4’s remit. In promoting the London 2012 Paralympic Games we wanted to get back to the true meaning of ‘para’ as being ‘side by side/alongside’ and therefore ‘equal to’. Against a background of indifference (only 14% of people said they were looking forward to them), we helped create an atmosphere of excitement building up to the Games that was unprecedented. The Paralympics sold out for the first time ever, and the opening ceremony drew Channel 4’s biggest audience in over ten years.
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