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Andy Burnham splits indies and advertisers |
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Thursday, 12 June 2008 |
Culture Secretary and Leigh MP, Andy Burnham, says the government will resist a European directive allowing product placement on British television.
It is Burnham’s first major speech on broadcasting and while TV producers are likely to back him, it will not bring him many new friends in the advertising industry which has been lobbying for a relaxation in the rules.
They’ve already seen a decline in returns from traditional commercials and were hoping the EU ruling would allow a relaxation of rules, to a more American style – where product placement is normal.
Contaminating programmes
The Culture Secretary told the convergence thinktank in London that bringing in product placement after last year’s phone scandals would harm television even more and viewers wouldn’t want to “feel the script has been written by the commercial marketing director".
"I can see the arguments and the benefits of product placement, and understand why people feel it is an inevitability given the pressures they are under.
"But I can also see the costs. There is a risk that product placement exacerbates this decline in trust and contaminates our programmes," he said.
"There is a risk that at the very moment when television needs to do all it can to show its bona fides that we elide the distinction between programmes and adverts. As a viewer I don't want to feel the script has been written by the commercial marketing director.
"British programming has an integrity that is revered around the world and I don't think we should put that hard-won reputation up for sale."
Indie support
 Lewis
“Although I recognise the difficulty facing advertisers, I think it’s very important that viewers clearly know when they are being advertised to. There’s still a huge dividing line between the programme makers and commercial (as in advertising and sponsorship) staff in the UK.
The European Audio Visual Media Services directive required the government to consider relaxing the rules. It must make a final decision by the summer.
While advertisers may see these comments as a firm “no” Burnham says he has left the door open and he is prepared to listen to the arguments.
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