World Cup viewers watching Britain's ITV HD channel missed England's first goal in the 2010 World Cup because of an ill-timed commercial.
The game was in its third minute when the broadcaster interrupted the feed for its HD viewers with a World Cup-themed commercial for Hyundai.
The screen then went black, and when it finally returned to the action, Steven Gerrard had scored and his team were celebrating.
At half time, ITV presenter Adrian Chiles apologized to HD viewers after the network was slammed by angry viewers on Facebook and Twitter.
He said: "Apologies for those watching in HD, I believe there was some interruption in your coverage."
Those watching the ordinary standard definition ITV feed were unaffected by the error, which is thought to have been made at the transmission stage rather than by ITV Sport producers.
An ITV spokeswoman said: "A transmission problem temporarily affected ITV1's HD service during the England/USA match.
"ITV standard definition service continued uninterrupted. We apologise for the interruption in transmission."
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The game was in its third minute when the broadcaster interrupted the feed for its HD viewers with a World Cup-themed commercial for Hyundai.
The screen then went black, and when it finally returned to the action, Steven Gerrard had scored and his team were celebrating.
At half time, ITV presenter Adrian Chiles apologized to HD viewers after the network was slammed by angry viewers on Facebook and Twitter.
He said: "Apologies for those watching in HD, I believe there was some interruption in your coverage."
Those watching the ordinary standard definition ITV feed were unaffected by the error, which is thought to have been made at the transmission stage rather than by ITV Sport producers.
An ITV spokeswoman said: "A transmission problem temporarily affected ITV1's HD service during the England/USA match.
"ITV standard definition service continued uninterrupted. We apologise for the interruption in transmission."
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