Andy Burnham Watch #1

2182355 — Wed, 11 Jun 2008 15:42:00 GMT

In the first of a regular look at what the right honourable member for Leigh is up to - not that this blog will solely deal with the DCMS, but we will keep a close eye on Whitehall - we find the Secretary of State in combative mood.

In the Media Week story Burnham spurns product placement, speaking at a Department for Culture Media and Sport Culture Convergence Think Tank seminar Burnham said that product placement in TV shows would "contaminate our programmes".

"There are some lines that we should not cross - one of which is that you can buy the space between the programmes on commercial channels, but not the space within them," he argued.

It's an interesting point of view, but not one that seems to have gone down with well with the Media Week readers.

"The unintended consequence is to give a boost to Web shows, where product integration is not regulated and well-established," comments Colin Donald

"The more Andy Burnham uses this type of terminology the less credence he will have," writes Frank Zazza.

I appreciate his drive for purity and credibility, ITV for one could do with a bit of shine for its recently sullied reputation, but has Mr Burnham really taken into consideration the pressure commercial broadcasters are under? Is there not a middle ground where regulated product placement might allow commercial operators to invest more in and, therefore, improve their output without ‘contaminating' Corrie et al?

We are, as it happens, in the process of trying to tempt the Mr Burnham onto Media Week TV, at the moment. We very much hope he'll take us up on our offer so we can delve further into the media strategy of the DCMS.

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Andy Burnham Watch #1