First product placement deals struck with EA and Sky as Monday deadline looms

With product placements to be sanctioned on British TV screens for the first time on Monday Electronic Arts are looking to take the lead with a presence at Premier League matches broadcast on Sky Sports.

Thomas Cook are also expected to announce a product placement deal with This Morning later this week, as ITV pushes the programme as its product placement flagship.

The commercial broadcaster is also said to be working with producers toward the post production placement of merchandise in shows such as Benidorm.

Not to be outdone Channel 4’s Come Dine With Me is also reportedly close to signing a deal with a leading supermarket chain.

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