Along the way, he has upset many, particularly the product placement (PP) protagonists, but I believe he's right on every count.
It can hardly be a surprise that the Government has come out against PP, since it signalled its concerns three years ago at the start of Ofcom's consultation. So, why ITV and others have turned it into a cause celebre when there are so many bigger broadcasting fish to fry is beyond me.
According to Isba, there is little advertiser demand for PP in the UK. Ofcom estimates it could be worth £25-30m within five years, adding less than 1% to TV ad revenues. Cooee! And, when TV spend is diminishing despite record TV viewing, the likelihood is that it will come out of other TV budgets, probably sponsorship. Michael Grade and Rupert Howell aside, I don't know anyone else at ITV who thinks otherwise.
The only people who stand to make money out of PP are the agencies who currently supply branded props to TV shows for free, and the producers of the shows, Endemol et al.
Its protagonists say PP already exists, pointing to the supply of free props, giving soaps and drama more reality, and ask why shouldn't brands pay for this placement. They insist that TV producers will control PP and ensure it doesn't compromise editorial integrity.
Replacing the fictitious Newton & Ridley beer in Coronation Street's Rovers Return with a national brand, like John Smith's, might sound sensible.
But what happens when the PP contract runs out and John Smith's is replaced by Foster's - can Jack Duckworth credibly switch his tipple to a poncey Aussie lager?
The danger signs are evident in the American experience. There, American Idol judges are seen cradling polystyrene Coca-Cola cups for the benefit of PP. They say it could never happen here. Really? Will the likes of Peter Bazalgette - always more excited by business than artistic integrity - allow programme directors to turn away money?
It's not my custom to big up New Labour ministers, but, in Andy Burnham, we may have a culture secretary of sensible sure-footedness.