ITV managed a spectacular own goal on their HD channel with their flagship World Cup game, Englands first game of the 2010 world cup competition.
ITVHD suffered "technical" problems affecting the ITVHD chanel on Freesat and Sky HD.
Just before Steven Gerrard scored, ITVHD went into advert mode and a Hyundai advert appeared. ITVHD viewers rejoined just in time to see Gerrard celebrating the goal, having missed the goal "live".
At half-time, ITV presenter Adrian Chiles briefly apologised to viewers for the "interruption" - a move that only worsened the anger of fans.
Those watching the ordinary standard definition ITV feed were unaffected and saw the goal.
Television presenter Richard Madeley posted on his Twitter account: "Anyone else watching on ITV HD – they played a commercial OVER THE FIRST GOAL!"
He later ridiculed the ITV apology, saying: "'Interruption in coverage' Adrian - ITV HD missed the ******* goal with a bloody advert!!!!There must have been near-riots in the pubs!"
It also appears that ITV1HD are having technical problems with the HD feed and are infact using a SD upscaled feed for their ITV1 HD channel.
ITV had to apologise after football fans missed Everton's winning goal against Liverpool after they cut to an ad break during their coverage back in February 2009.
ITV HD own Goal - they miss Englands goal by going to advert
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