|
Support grows for product placement among broadcasters |
| Print |
|
Email to a friend
|
|
Wednesday, 19 November 2008 |
|
Producer’s alliance, Pact and ITV have joined Virgin and Discovery in signing up to a code of conduct for product placement.
The Government is still consulting on whether it can be permitted in the UK, following the European Audio Visual Media Services (AVMS) directive.
But in his first speech as Culture Secretary, Leigh MP, Andy Burnham suggested that product placement would “contaminate” programmes and make scripts feel like they were written “by the marketing director.”
 "It's my new Omega"
Growing numbers of broadcasters are supporting the scheme, seeing a legitimate new revenue stream.
"Product placement could be an innovative and important new revenue stream for ad-funded, commercial broadcasters, further enabling investment in original UK content, at a time when advertising revenues are declining," said Rupert Howell, managing director, ITV Brand and Commercial.
They have put together a joint code to ensure that product placement in the UK would be creatively, rather than commercially led.
The code includes:
Transparency, that a visual indicator will be displayed at the beginning and end of a programme and after ad-breaks to show that product placement is being used.
The products would be incorporated into programmes where editorially justified, to prevent undue prominence.
Placement opportunities will be identified only after the script has been signed off and only then can non-editorial staff approach brands.
Something to add? Then leave a comment below or email us now.
Sponsored links:
|
