Mounting Plasma to brick fireplace?

A friend of mine has a 42" Plasma that he wants to mount to his fireplace. Due to the room layout, that's about his only choice for TV placement. Unfortunately, it's an all-brick fireplace, and the brick runs from the floor to the ceiling. On either side of the fireplace, there are in-wall floor-ceiling bookshelves.

He doesn't think he'll have any problems doing the actual mounting. However, what's the best solution for running cables/wires, preferably through the brick somehow?