Channel Seven has been flooded with complaints from angry viewers following its decision to show an AFL match over Olympic events, featuring a number of Aussie medal chances.
And to add insult to the Olympic snub, the AFL game the network decided to show was a lopsided contest, with the Adelaide Crows belting Melbourne-based club Richmond by 63 points.
The station's official website was quickly bombarded with messages from disgruntled viewers, who branded the incident "Seven's AFL shame".
Other posts on the site included 'worst coverage ever of any Olympics,' and 'Channel 7 coverage - disgraceful.'
During the three-hour match that kicked off at 2.40pm, Olympic fans missed Australia's synchronised diving champions Sharleen Stratton and Briony Cole compete in the 3m springboard final.
They were also denied the chance to see dual gold-medallist Michael Diamond in the men's trap shooting final, in which he finished fourth after missing the bronze medal in a shoot-off.
Channel Seven responded last night by claiming they were contractually bound to show the AFL.
"We have an agreement to broadcast AFL and an agreement with SBS as our complementary broadcaster for these Olympic Games," a Seven spokesman told News Limited.
But angry viewers were having none of it, and vented their frustrations on the Seven website.
"Football is on and televised every weekend, but Olympics comes every four years," one viewer wrote.
"I was all excited and prepared to sit and watch the diving today - but guess what - football is obviously more important to Channel 7.
"Channel 7 . . . do not say you have exclusive rights and then deprive us of seeing our favourites once in four years sport, by showing regular weekly football.
"Have a heart guys."
An Olympic hotline then became clogged after bloggers urged others to make a complaint.
"Everybody, ring the 1300 number to complain for these idiots to listen to the viewing public otherwise nothing will change," one viewer wrote.
"I really can't believe how poorly Channel 7 have covered the Olympics (or not at all as in the case today), please ring and complain."
