Britain’s commercial television broadcasters are in a mess. The advertising revenues on which they depend have been falling. The production industry has suffered. Enter Ben Bradshaw, former BBC journalist and current British culture secretary, atop a white steed, promising to relax the government’s ban on paid-for product placement on British television.

Though at odds with the position of his predecessor – the truculent Andy Burnham – Mr Bradshaw’s move, expected in a speech to the Royal Television Society on Wednesday, has cross-party support. Uncharitable souls suggest the government shift is driven by news the Tories will allow product placement if they win power next year. At the very least, the Tory move gives Mr Bradshaw better political cover.