"We have had [product placement] in films for years without viewer detriment," Mr. Carter said. "No one, unless they work in advertising, watches a `Bond' film and goes out and buys an Aston Martin. So, in principle, why not in television?"
Mike Falconer, managing director of Omnicom Group's U.K. branded-content unit Stream, applauded Mr. Carter's support for change. "We need to find new ways of funding commercial television," he said. "Anything other than straight advertising is traditionally thought of as an evil that needs to be suppressed. Stephen is encouraging us to be more grown-up about it."