AMERICAN television news presenters are reported to be the latest victims of product placement, with anchormen and women forced to work with cups of a fast-food chain coffee stuck blatantly in front of them.

If you're unlucky enough to have caught some of the worst US news programmes on hotel telly while on holiday this year, you will know that it's already pretty dire stuff anyway.

Some programmes are broadcast with the Stars and Stripes fluttering in the corner of the screen and have a frighteningly narrow view of the world. So it wouldn't make any difference if the news was actually read by a beefburger and the weather forecaster was a milkshake.

But the States also has a long history of fabulous television journalism, going back to Ed Murrow reporting on the Blitz, so it's a shame they have sold out.

Given that we eventually get most of what they get, how will it work on this side of the Pond?

My bet is that, one night, Trevor McDonald (pictured) will read the headlines and then put the kettle on and make a nice cup of Typhoo while he tells us what's happening in the world.

If it creeps on to the BBC, perhaps the Today programme will then have its grilling of politicians sponsored by the bacon industry.

And now, a word from my sponsors. This column was conceived over a pint of Bath Ale's Gem while awaiting a First Great Western train and typed with my right hand while my left nursed a roll filled with genuine Cheddar from Cheddar.