Media sponsorship, it's a dubious thing. Though if anyone wants to sponsor the CMU Daily - give us a call - we have no morals. The Coca Cola CMU Daily has a nice ring to it, don't you think? We'd even consider rebranding as the Coldplay Music Update if EMI wanted to supply me the entire Queen back catalogue.
Anyway, this is relevant because OfCom are reconsidering the rules behind sponsorship, and may allow brands to sponsor whole TV or radio stations, providing such sponsorship doesn't interfere with news output. Recent enquiries by the media regulator suggests that both broadcasters and viewers/listeners are open to the idea of channel sponsorship (though presumably that goes without saying as far as the broadcasters are concerned).
OfCom will now undertake a more formal consultation on the issue, before making a decision one way or the other.