Someone said :
Indeed. ITV & C4 are struggling and there could be a shift to in-programme sponsorship in an attempt to fill the financial hole. This and a contribution from our license fee. Folks viewing habits have changed.
Those this mean that drama could, possibly use advertisements within the programs, hence taking away from the true intent of the drama/comedy/enterainment. Oh shit I hope not, I actually watch adds and try and work out the demographic their are trying to reach, and what they are actually not saying about a product and who should buy it, and some are actually very entertaining. I still wouldn't buy off any of them though.