Author: Andy Miah, Chair in Science Communication & Future Media, University of Salford

Soon after the closing of the London 2012 Olympic Games, Channel 4 began promoting its Paralympic coverage with the strapline: “Thanks for the warm-up”. It followed up with its biggest ever marketing campaign, “Meet the Superhumans”, that garnered critical acclaim. The Paralympics were beamed to more than 100 countries, eventually drawing 3.8 billion viewers. At […]