Burnham, secretary of state for culture, media & sport, made the comments as a consultation on plans to regulate product placement and video-on-demand services on British television was launched today.
He has previously said he is opposed to allowing commercial television broadcasters introduce paid-for product placements, saying it will erode trust and quality. Broadcasters, including ITV, were disappointed at his comments.
However, today he said: "My instincts remain that if we were to relax the ban on product placement we would put at risk the integrity in British programming that underpins its international reputation. But I'm open to hearing other views. If, as some in the industry are saying, this is a crucial step for broadcasters, then the industry must marshal strong arguments and put forward a convincing case."
As well as putting forward their thoughts on product placement, the consultation will seek responses to questions over introducing a system of regulating video-on-demand services and controls over the content of non-EU satellite channels which are uplinked from a ground station in the UK.
The consultation has been sparked by the introduction of the EU Audio Visual Media Services Directive, to establish how it can be implemented in the UK.
The runs for three months and closes on October 31, 2008.
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