[Scarlett.]

Coronation Street will become the UK's first primetime show to include product placement.

A Nationwide cashpoint has replaced the currently-unbranded machine outside Dev Alahan's corner shop, which viewers will begin to notice in two weeks' time, The Guardian reports.

Gary Knight, the commercial content director at ITV, said in a statement: "Editorial integrity remains at the heart of what we do as we continue to talk our clients about a number of product placement opportunities, spanning a range of programmes and channels."

Product placement, which is common on US TV shows such as American Idol, was greenlit by UK television governing body Ofcom in December 2010.

Nestlé's Dolce Gusto coffee became the first paid-for product on British television in February this year when it appeared on ITV1's daytime show This Morning as part of a £100,000 deal.

The new cashpoint will be seen first on Monday, November 14 at 7.30pm on ITV1.

DS