The Growth of the 'Motherbrand'

The world of technology is changing quickly and as a result we are all clamouring to keep up with it. The world of news broadcasting is no different and in an age where more and more outlets for news become available, we see news networks struggle to retain viewers. They are now, not only in competition with each other but also many different modern sources of news, including discussion and information blogs such as TedBlog and video sites like YouTube, to name but a few. A strong brand identity is more important than ever, to ensure healthy ratings and loyal viewers and we now see more aggressive efforts than ever to generate as much revenue as possible and the propelling of the brand further into the public eye. 

The broadcasting of news is supposed to be an informative and educational experience. It not only relates information but also widens the understanding and intellectual capacity of the audience, when it is frequently watched. News broadcasting should be engaging and enjoyable to watch but at what point do you cross the line into farce. The notion of product placement on a news slot is a relatively new trend. When showcasing the product of a global brand it no doubt is quite lucrative for the news station but does it not distract from the serious content of news stories? 

An example of this is a Fox News station in US has signed a product placement deal with McDonald's ensuring that cups of the fast food's chain coffee are displayed prominently on the desk of news anchors. The Fox affiliate anchors at KVVU in Las Vegas sit with cups of McDonald's iced coffee on thier desks during news and lifestyle segments of the morning show as part of a six month promotion.

http://www.brandrepublic.com/News/833470/Fox-News-station-puts-McDonalds-centre-stage/

This raises some very important points, what happens should a negative story about McDonald's need to be reported? Brent Williams, account supervisior at Omnicom agency Karsh/Hagan (which brokered the deal) ensures that should that situation arise the McDonalds cups would be taken away. It they are prepared to do this, then what other measures could they undertake? The use of more attractive anchors, an increase the the number of light weight lifestyle segments, a never ending array of 'placed' products? 

Is this all part of a larger effort to nurture the ever expanding 'motherbrand'? If so, is it really the most appropiate course of expansion?