Cricket on TV of late
Much of the Indian viewer base is already accustomed to ads between each over during the live telecast of Cricket. It has almost become an accepted part of life, although many have become smart enough to keep the remote on their side to mute the TV between overs.
But those of us who watched the Cricket World Cup this time in India might have spotted, fumed and then cursed at the insensibility of the SET Max crew. Commentary was cut short, ads DJed in even before the over was completed, et al.