Ian Burrell edits the Media Weekly pages of The Independent.
On the day of European and local council elections, Sun Talk, the new broadcasting arm of the The Sun newspaper, has just featured interviews by right-of-centre presenter Jon Gaunt with Nigel Farage, the leader of UKIP, and Mark Francoise, the shadow Europe minister.
Meanwhile other talk radio stations are forbidden from discussing politics unless they follow strict rules on impartiality as applied by Ofcom, the broadcasting watchdog.
"Sun Talk is on air and talking politics - the only place in Britain where you can chat about the European and council elections. That's because we are The Sun newspaper on air not a broadcast station," boasts the paper's site.
How can this be right? Other broadcasters, such as James Whale on TalkSport, have got into serious trouble for breaching the Ofcom rules.
Speaking a moment ago to talk radio presenter Nick Ferrari, of London station LBC, he tells me he's hopeful that The Sun's initiative might bring a change in the regulations. "Good luck to them, I think the rules need a review," says Ferrari, who did formerly work for The Sun.