This is annoying

I am currently watching a program on the History Channel, Journey to 10,000 BC, about ancient humans. For whatever reason, the History Channel has seen fit to keep a banner in the top left corner of the screen, announcing "Ax Men Series Premiere Starts In" followed by a counter in hours, minutes and seconds. (It's currently at 01:47:38 or some such.)

Do they have ANY idea how annoying this is? I really don't want my view of the program I'm currently watching to be obscured or distracted from by a banner advertising an upcoming show that I have no interest in. (To be fair, I'd be just as upset if the banner were advertising a show I was eagerly awaiting.) Why not just let me watch what I'm watching right now, and trust me to be able to read my cable guide and figure out when the next thing I want to watch will be on?