News with a sweet tooth

With the Olympics now only hours away the question of information access and its impartiality is a hot topic. However, before we get too righteous here in the west, lets not forget that the media lies in the hands of a few. The term press barons is still pertinent today and it's a difficult relationship keeping the poacher and gamekeeper happy in a world driven by commercial sales and viewing figures. How to fund growth whilst maintaining news impartiality. Banners on websites, small and not so small ads, the sponsors names before you get to the news item on the video, whatever next? McDonalds has just announced a breakthrough product placement deal with Rupert Murdoch for Fox 5 News. From now on, embarassed anchors will be seen with cups of branded iced Frappucino on their desks. Product placement, the paid for right to have one product appear as if by accident is not new. Capra showed the National Geographic in the 1946 film, It's a Wonderful World and where would James Bond be without his Aston Martin or BMW. Would the devil have worn Prada if she hadn't drunk so much Starbucks? It's a lucrative business, but too much product placement can overwhelm the authenticity of the central issue, in this case, the news. Coming shortly to a newsstand near you?