Food manufacturers and retailers are likely to embrace the chance to sponsor TV or radio channels, as long as the price is right, it was claimed this week.

Under new guidelines by broadcasting watchdog Ofcom, companies will be able to sponsor entire commercial channels rather than just individual programmes.

Advertising expert Andrew Jolliffe said: "Sponsorship could really take off - as long as the cost isn't too high."

Sue Eustace, director of public affairs at the Advertising Association, said radio stations and satellite channels would benefit most.

News programmes will be exempt from sponsorship.