After James Corden's producer-enforced stage-rush to shut her up, ITV are hoping Adele will accept their apology:
"The Brits is a live event. Unfortunately the programme was over-running and we had to move on. We would like to apologise to Adele for the interruption."Yes, it's a live event. That, surely, is the point? Is there any point in showing a programme, constantly chanting 'the most important award of the evening is the best album award', and then rushing the presentation of that prize?
Yes, Blur were about to come on - but they didn't finish their set on ITV1 anyway; given that there was already going to be an awkward mid-song bungle off to ITV2, could a couple of minutes not been found for Adele?
In fact, was it really so important to scramble to keep ITV on schedule? Yes, pushing the News At Ten back to the News At Five Past Ten might have been awkward, but would it have been that bad? The delay would have knocked on through the rest of the schedule - but what delights did ITV have lined up?
A repeat of Benidorm.
A repeat of The Cube.
Some sort of gambling show.
Could it have been what ITV was really worried about was missing the start of the junction for that, Jackpot 247? Was the concern that letting Adele say "cheers" would have delayed the network's attempts to separate fools and money?
Lily Allen senses another motivation:
"I'd rather hear adeles acceptance speech," she tweeted after the incident, adding, "I can't say I'm surprised [it was cut off]. It was like the music industry's attitude to women played out as a metaphor."Up to a point. More like the attitude to musicians. It's all just content, and must be cut to fit the gaps between the sales points.