BANGKOK - Television screens went blue and up flashed the army's emblem, normal programming stopped and Thailand held its breath. For anyone looking forward to their favorite show, it was going to be a long wait.
Half-an-hour later - around 4:30 p.m. on Thursday - army chief General Prayuth Chan-ocha appeared on all channels and said the army was taking control of government so Thailand could "be at peace again".
One of the first actions taken by the generals now running the country was to impose sweeping censorship across the media.
The crackdown on the media appeared to be more vigorous than after the last of Thailand's frequent coups, in 2006, perhaps, according to some observers, due to greater opposition to the army's action and a more defiant "blogosphere" online.
"Measures became more aggressive after the coup announcement and now critical opinions are not allowed to be published, broadcast or circulated," said a television presenter at a state-run station, who declined to be named for fear of breaking the law. "The military have threatened prosecution for any defiance."
Prayuth's announcement was followed by bulletins from the army's own channel, interspersed with patriotic martial music.
Radio and television stations were ordered to suspend normal programming and air only military broadcasts and official content. Media outlets that tried live streaming online through YouTube channels were soon closed.
The blackout extended to foreign broadcasters including CNN, the BBC and Aljazeera. By mid-afternoon on Friday, none were back on air.
NO STRANGERS TO CENSORSHIP
Thai journalists are no strangers to censorship. Despite an often raucous media, Thailand has draconian lese-majeste laws designed to protect the monarchy and frequently ranks near the bottom of press freedom indexes.
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Thai media chafe under junta censorship