11:20 May 5, 2010 

It definitely does involve television, but what is involved here is a tv show with product placements. The show consists of doing make-overs and the client is a major beauty product multinational. The idea is that the product is used on-air (inserts). But in addition to that, the sponsorship agreement includes other things such as ads on the Web page for the show and these "panneaux". I have come across the term billboard - i.e. opening, middle and closing billboard. These are 10 second spots in a show where the host says this show was brought to you by.....
Anybody come across these terms before?

09:23 May 4, 2010 

We really do need to have a better idea of your overall context here: are we definitely talking about TV advertising spots, or could this 'panneau' be referring to the hardware display system, for example? Is this broadcast TV, or could it be referring to advertising displays at the site of some sports event (cf. the displays alongside football pitches)

It would be amusing to know what kind of sport would be sponsored by a beauty products company... hardly likely to be all-in wrestling, I imagine! ;-)

Note that 10 seconds is quite short for an advertising spot of any kind — and that the reference to full-screen suggests there might be some alternative, pointing again to some reference to a specific display system (rather than a conventional broadcast TV ad).

21:11 May 3, 2010 

Thanks for your thoughts. That is exactly how it appears in the text. I'm thinking that milieu is playing the role of adjective here.

19:25 May 3, 2010 

Just a thought...
Is the word milieu correctly spelled?? If it was the adjective of panneaux I think it should be milieux. When I search for the exact term panneaux milieu google brings me to the following website indicating that the panels are within a sporting milieu (noun)???
http://www.solsystems.net/produits.php?lang=uk