It says "LOST new season - coming soon on channel 5"
Notice the tailies? :o)
A little while ago there was a full page add in a newspaper:
(I had to scan it in two tries. It didn't fit into the scanner :o) )
It's an add for the season 1 dvd.
On the top: "Lost is now on dvd."
The red square: "Lots of extra material never been shown."
On the bottom: "The entire first season - 7 discs in one box. Now on dvd."