Cross promotion
Ofcom to vet programming promotion ban
Having paid 'commercials' for programmes (as opposed to channels) might in theory benefit some of the smaller digital channels, but the smallest channels won't be able to afford as much cross promotional activity by comparison to 'larger' channels such as Hallmark. And care will be needed to avoid an exponential increase in paid promotions on vulnerable channels (of which there are many).
But the current restrictions do tend to favour large channel providers such as BSkyB, and an increase in paid programme promotions may at least provide some light relief from all those annoying ringtone commercials...
