A mere matter of days launching in a blaze (a spark) of publicity, the BBC iPlayer TV download service is struggling to get upright.
Going by the myriad messages posted in the 'Known Bugs and Errors' section of the iPlayer website, thousands of people have had difficulties installing the software, which allows users to download BBC televisual programmes for up to seven days after they have been broadcast. It's what men in shiny suits like to call: 'TV on demand' (and what I call a good way to waste time at work).
A plethora of error messages have been reported by users, including such classics as "we are experiencing technical difficulties", "security update required", "software update required" and "delivery service manager has encountered a problem" (poor chap, he only came to drop off a parcel).
More baffling still - users from as far afield as, er, Leeds have been told that they cannot access BBC content because they are outside the UK. Now I'm from Yorkshire, and I'm comfortable with the idea of our hardy flat-capped hordes (and the men) being cast adrift from namby-pamby metropolitan control - but, sadly, the revolution has not yet happened. We remain UK-bound.
Surely the newly devolved BBC is not unaware of God's own county? What chance have the Scots got?
The BBC claims that more than 100,000 people have registered to use iPlayer, which went live on Friday. And, to be fair, the program technically remains a beta.
As the BBC said in response to complaints: "BBC iPlayer is in beta at the moment and those using it are aware that there are likely to be a few bugs on the service." Well, they are now.
Sadly, it's all moot to me (and not just because I'm devoted only to ITV's Emmerdale) and millions of others. BBC iPlayer - like Channel 4's 4OD service - doesn't work on Apple Macs (or Vista PCs). Back to work then.
(Incidentally, the BBC seems to have lost some of its famed impartiality over this story. The Times of London thundered: 'BBC iPlayer plagued by problems', and CNet's Crave churned out a feature entitled: 'Five things that are wrong with BBC iPlayer' . But the post-Hutton, sackcloth and ashes BBC news went with: 'Cautious welcome for BBC iPlayer'. Weird.)