Blurring the lines between advertising & editorial content may have started as a knee-jerk reaction to advertising clutter. As the ever-growing media channels take the clutter to near-chaotic levels, we will see more innovative examples of mixing advertising with editorial.

And since product placement is another form of mixing advertising with content, it is not surprising to note its steady march onward!

One of the reasons may be the endless demand for advertising revenue - which incidentally, is also leading media owners to adopt new revenue models.

Another reason could be reltaed to the demand for interesting but cheap content - which is responsible for innovations like "reality TV".

On another level, Indian News Channels (including business news & current affairs channels) continue to multiply every month. With news focusing more (& more!) on entertaining the viewer.

Meanwhile, technology roll-outs continue.

Cell phones loaded with email services. Burgeoning broadband service providers making video-on-demand a reality. WiFi zones covering vast areas. And more channels beaming on the cellular phone network. Even as Podcasting technology continues to make its presence felt in the radio space.