The advertising-free TV (SVT, NRK) is not always as advertising-free as it pretends to be. Not only are programs sponsored, which means that you get to see large signs with company names on-screen before and after the programmes (and when switching channels for sports programmes), but company names are also often mentioned in a positive setting inside the program, like in yesterday’s Second Chance on SVT, where it on several occasions was clear that Telia had been tremendously wonderful and let the entire cost of the telephone call you could make voting for a song using a special number go to Radio Aid. Saying it once would have been enough, repeating it over and over again smells of advertising, if you ask me.

A slightly more subtle “advertising” can be found in the films that are shown on the channels, for instance is NRK tonight starting the showing of several of the films from the Star Wars series, a clear sign that the premier this spring of episode three is coming closer and closer. Last time these movies were shown on TV was around the premiere of episode two, which isn’t likely to be a coincidence. This pattern repeats itself for other titles, and the statement that the advertising-free and independent television is advertising-free and independent doesn’t always feel that credible.