Peter Bazalgette

Ranked #30 in the 2008 Telegraph's list "the 100 most powerful people in British culture".

Product placement needs to be done transparently, with credits that make it clear it has taken place. But you have to trust the consumer. If it's overdone or tasteless viewers will switch off. And it's rife in British television anyway. There's product placement in movies that go on television and in imported American TV shows and dramas. And what about those sports events where sponsors' logos are worn on shirts? Product placement won't dramatically change the way we watch TV.