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So after getting record ratings at Friday's Opening Ceremony, the official Olympic network dumped its Olympic coverage for an AFL match between Adelaide and Richmond, with the result being the station's official website being flooded with messages of disgust and irritation from viewers.

According to Fox Sports News, Seven's Olympic coverage was suspended at 2.40 pm for the broadcast of the AFL match, during which meant viewers not only missed Australia's synchronised diving champions Sharleen Stratton and Briony Cole compete in the springboard final, but also failed to see Michael Diamond finish fourth in the men's trap final and Australia's victory over Greece in the preliminary round of the men's water polo as well as various rowing heats.

Some of the viewer comments posted on the Channel 7 web site included gems such as: "Channel 7 showing football what a joke!!! Give the rights to people who know what the game is all about. Yes SBS! they won't show ads in the middle of a crucial game for the Olyroos. Who puts ads on while there is a live football match playing. Rubbish Channel 7 get it together!!!" and "Channel 7 isn't worth the effort of watching. Thankfully SBS has the coverage", which seemed to sum up the majority of opinions from annoyed Seven viewers.

Channel 7 said the broadcast was determined by previous contractual arrangements made with the AFL and recommended viewers switch to SBS for Olympic coverage.