Sri Lankan Suresh Joachim, from Toronto, has broken his own world record for watching non-stop TV, in Sweden. Joachim set the previous world record of 69 hours and 48 minutes in 2005 but has now exceeded that with 72 hours in front of a box in Stockholm, watching three series of Kiefer Sutherland's 24. Quite why he had to go to Sweden is anyone's guess but he was probably sponsored by a local TV station. In the process he consumed "between 25 and 30 cups of coffee", caffeinated one presumes. So well done Suresh. But did he see any ads, watching these old DVDs? Probably not, therefore definitely an opportunity for sponsorship missed.