Channel 4 Greenlights Jamie Oliver Product Placements

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Product placement deals have been agreed by Channel 4 that will see two leading food brands feature in the forthcoming Jamie Oliver TV series, Jamie's 15 Minute Meals.
Describing the deals as the first partnership Channel 4 has done for a cookery show, the two brands, Uncle Ben's rice and Yeo Valley Yogurt, will feature in the 40 x 30 minute series, launching on Channel 4 this autumn. Uncle Ben's will also sponsor Jamie's 15 Minute Meals while a recipe from the series which uses Yeo Valley 0% Fat Natural Yogurt will feature on Yeo Valley packaging.
Commenting on the deals, Vicky Kell, Business Manager, Partnerships, Channel 4 said: "This is the first time we've placed products on-screen with major talent in this way, and we're confident that the active usage by Jamie will lead to a tremendously effective campaign, and as such we'll be investing in research to help us to prove this." 
Zoe Collins, Managing Executive Producer, Fresh One Productions said: "Getting the right tone is really important and we're confident that with these partners we are all working towards a terrific programme. Food-wise, the Uncle Ben's and Yeo Valley products used in the series do really help to save time but, importantly, never at the expense of taste."
Throughout the series Oliver will create nutritious, speedy dishes in 15 minutes. Within the series, some of these quick-cook recipes will use Uncle Ben's rice and others will incorporate family dairy farm Yeo Valley's 0% Fat Natural Yogurt. The partnerships were arranged by Newcast (for Uncle Ben's), Yeo Valley, Fresh One and Channel 4.
As Jamie's 15 Minute Meals secures a product placement deal, has this form of advertising affected any programme makers out there?
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