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AP Photo/NBC / AP

EDS NOTE: OBSCENE GESTURE - This image taken from video broadcast on NBC shows M.I.A. giving an obscene gesture during the Super Bowl XLVI halftime show in Indianapolis on Sunday, Feb. 5, 2012.

Apologies from NFL, NBA after M.I.A. flips bird

DAVID BAUDER
The Associated Press

Published: February 5th, 2012 11:31 PM
Last Modified: February 6th, 2012 06:38 AM

British hip-hop artist M.I.A.'s obscene gesture in the Super Bowl halftime show is prompting apologies from NBC and the NFL. But it isn't immediately registering as a moment that viewers latched on to.

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The digital video recorder maker Tivo said Monday that there wasn't an appreciable bump in viewers who played back the moment where M.I.A. extended her middle finger. She was a guest singer during Madonna's performance of "Give Me All Your Luvin'" on Sunday night's show.

Tara Maitra (MAY'-trah) of Tivo said the company would check to see if more people play back the moment on Monday after there was publicity about it. Tivo has 2 million customers in the U.S.

The NFL blamed NBC for being not quick enough to censor the gesture, while NBC noted that the NFL is responsible for the content of the halftime show.