Michael Grade (pictured), executive chairman of ITV, says: “UK viewers are already used to product placement in the imported content they watch on UK screens, and product placement has been rolled out across the EU.
“Allowing product placement in UK broadcasting would place UK producers and broadcasters on a level playing field with their international counterparts, as well as bringing new revenue directly into original UK production – which can only be good news for UK viewers and advertisers.”
The Government reversed its previously stated negative view of product placement in September. The public consultation will run to 8 January 2010.
Product placement could help broadcasters shore up their revenues in the face of advertisers cutting campaign budgets.