The Internet and mobile phones have the same potential for product placement as movies and TV shows, says Michelle Andorjan, publicist with Norm Marshall Associates, one of the US's leading product placement agencies and responsible for MSN's appearances in Bridget Jones' Diary. Product placement could even provide another layer of revenue for 3G content. There's currently no legislative barrier to production houses making paid-for product placement part of their branded content deals. Paid product placement is still banned on UK TV, although Ofcom has announced that it's reviewing its policy in this area and is currently in consultation with the industry. Ad industry figures are declaring that, due to PVRs, the days of the 30-second ad spot are numbered. In the meantime, advertisers looking at ways to stay in touch with consumers could follow their audiences into less-regulated media where they could work their brands into compelling content.