Source: http://news.bbc.co.uk/1/hi/entertainment/8252901.stm

Seeing as DoND is so successful for Channel 4, it's highly likely that advertisers will try to get product placement on the show.

Could this pave the way for more non-monetary offers, such as cars? Perhaps hearing Noel say "The banker's offering you a 3-door Ford KA" will become a regular occurrence?

Maybe Noel's box of tissues will have "Kleenex" on them, and the crazy chair will have "IKEA" on the back of it. What other product placements could be interwoven into DoND?

If I was the maker of Nytol I'd have a big bottle placed centre stage on the table.

That and should have even the most hardened insomniac in a deep coma within seconds.

Non-monetary product placement offers are near enough a shoo-in; the US version is proof of that.

When will this be able to take effect anyway? Probably not until shows filmed in early 2010...

Well at least if any non-monetary prizes are branded, it will be easier for us to work out their monetary value.

Noel's shirts could be sponsored by Matalan...

I don't mind product placement in TV shows as long as it's not obvious. I've seen some US shows where they have prolonged close-ups on products/brand names in a fairly obvious way that they're trying to get screentime for a particular brand.

But if the advertising doesn't detract from the programme I don't mind. In American Idol all the judges drink from Coca-Cola branded cups (blurred out over here, but still pretty obvious), which I don't mind. No doubt we will see Simon & Co start drinking from branded cups in The X Factor when product placement is allowed over here.

For gameshows it actually would most probably be quite a good thing if they can get funded by advertisers to help with prize payouts. It would also help contestants know, if they're playing for non-monetary prizes, what they could exactly win. Like instead of winning a 'top of the range games console' they could actually mention what one, or that the car someone could win is made by Ferrari instead of Ford etc...

It'll be interesting to see if this will be incorporated into DOND in the future. Perhaps they will remove a lower value amount and replace it with something like a 'Sony LCD TV' and stuff. For the summer games recently DOND advertised the site which provided the holidays. As long as we don't get Noel deliberately trying to make contestants cry just so we can see the box of Kleenex then it should be alright.

Next summer they won't have flavours for the ice cream specials but will have Ben and Jerrys or Walls!!

As long as product placement doesn't feature too much in DOND, then I'm happy. Perhaps the odd non-monetary prize but not too much.