When do we think a TV channel should start advertising one of their programmes? A week in advance, maybe two? Any earlier than that and you would worry that audiences might forget to tune in. Teaser trailers that are short and snappy with a vague ‘coming soon’ announcement air weeks in advance, as do station promoting ones that tempt audiences with tasty promises of what that broadcaster will deliver over the coming season – but show specific, full-on, look-what’s-going-to-go-down adverts with the date featured are usually saved for a week or so in advance.

Not so with Sky One. They have been promoting the third season of Prison Break, due to air on Monday 24th September for a few weeks now. That means a lead-in time of about a month. Who needs a months notice to help plan their night in front of the TV? The Radio Times website seems pleased with itself for featuring the next fortnight’s worth of listings, while we at the Scoop try to give you a few days notice on what’s heading your way – but a month? God reckons he built the world in a week, just think what he could have done in a whole month.

I’ve heard of prepping your audience, but this seems crazy. I’m bored of the advert and it’s nowhere near the 24th yet. Sky One is also guilty of complete over-saturation, inserting the promo into practically every break just so that no-one has five minutes to forget that Prison Break is going to start on the 24th September. The 24th September. It’s been repeated so much that I feel like something important must be happening that day. My mum’s birthday? My anniversary? The end of the world? No, no, no – must be Prison Break.

I know Sky One is thrilled to have snatched it from Five but the constant adverts are like children bragging in a playground – “look what we’ve got.” I always thought that the idea of promoting your show was to attract attention, entice audiences and remind them to tune in. Apparently it’s to annoy your competition and alienate viewers – who’d have thought it?