As American television executives realize the 30-second spot has less and less influence as viewers TiVo right through them, the way to advertiser bliss is through product placement.

Daytime talk shows like Oprah and Ellen have always been amenable to these tactics. Even Emeril Lagasse's new program is a glorified Whole Foods endorsement. And reality TV probably wouldn't exist without corporate sponsors who sign on just to get their brand in the hands of contestants.

Now, a government affront to the practice. At least on opposite shores.

In a public policy speech, the United Kingdom's media minister Andy Burnha (sorta like our FCC chairman Kevin Martin?) railed against product placement and "indicated that he would not accept the European Union directive allowing product placement on U.K. TV" because it "would undermine the revered status that British TV enjoys internationally and 'contaminate' programs."

Revered international status?

Well, he's right on that front: American producers are importing foreign shows in greater frequency, and NBC's The Office, currently one of the network's most respected shows, is a British import.

Then again, the American version of The Office has enjoyed product placement from companies including Hewlett-Packard (staffers used their computers), BlackBerry (Michael tries using one), Staples (Dwight got a job there, and their shredders are used on the show), Gateway, Hooters (Michael & Co. had a meeting there), Cisco (the networking company's phones are used in the office), and Sandals Resorts.

The only surprising thing about the level of product placement on the show – which ranked in the Top 10 of Nielsen's list measuring that sort of thing – was NBC's inability to score soda sponsors.