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[MrDoovdeHaxorz]

TV Producers Eye Product Placement Deals

2:36pm UK, Monday June 28, 2010

Hazel Tyldesley, Sky News Online

Branded products could appear in television shows under advertising deals by the end of the year, the broadcasting watchdog has said.

Former American Idol judge Simon Cowell seen with a Coca-Cola branded cup

Ofcom has published proposals to allow British TV stations to carry out the practice, known as product placement, in a loosening of regulations.

Product placement is common in the US, where Hewlett-Packard printers appear in the American version of The Office and the judges on American Idol drink from giant Coca-Cola branded cups.

It is currently not permitted here, but earlier this year the Labour government announced it was lifting the ban on product placement in films, TV series, entertainment shows and sports programmes.

It remains banned in all children's and news programmes and in UK-produced current affairs, consumer affairs and religious programmes.

In addition, tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk can not feature in product placement advertising.

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An example product placement logo

Under Ofcom's new proposals, TV stations will be able to use the advertising method as long as they make clear to viewers it is happening through use of an on-air symbol.

In a news release explaining the changes, the regulator said advertisers would not be able to pay to influence storylines or otherwise compromise broadcasters' editorial independence

"A broadcaster could not, for instance, accept payment from an insurance company to feature a storyline about a house burning down and the homeowner not being insured," it said.

Separate proposals have been published by Ofcom regarding commercial references on radio.

The watchdog said both sets of guidelines would be revised after consultation and issued at the end of 2010 in Ofcom’s Broadcasting Code, the rulebook for the broadcasting industry.

Not so sure this is a GOOD thing for UK TV really. On the one hand, it beats them having to cover up or use creative camera angles to obscure brand names, on the other, I don't see why they have to show an onscreen logo to show it's happening (it'll probably be pretty obvious anyways) it could end up ridiculous here, a bit like that scene from Wayne's World;

fBjK_oavReU

[-sophie-]

I saw about this on The Wright Stuff this morn. That logo appearing all the time would be quite annoying, unless they put it at the start of the programme, and it's not exactly necessary.

As Nihal said, unless they start changing plot lines and unnaturally shoving brand names everywhere, it should be okay.

[The Stig]

As Nihal said, unless they start changing plot lines and unnaturally shoving brand names everywhere, it should be okay.

I agree, I don't think any of us will notice it. It will seem far more natural, for example someone eating a bag of Walkers crisps on Coronation Street than a white bag of "select crips" which just looks odd. Likewise on something like Big Brother when someone is drinking a can of larger, what looks more natural? A can of larger with a Stella logo or a peice of gaffter tape randomly stuck on the can. It will be fine, it's a logical step to make money it harsh financial times.

[GLK29]

I agree, if it helps to fund good television and its not overdone it will be fine.

[MrDoovdeHaxorz]

Sadly I think it will also end up funding stuff like X-Factor and perpetuating that.

Personal opinions of individual shows aside, I think that yes as long as it's not overdone as per the Wayne's World (PARODY, incase anyone hasn't seen it and/or needs that pointing out) clip above, there shouldn't be a problem. Still don't think the logo drawing attention to it happening is necessary though, it's not like it's going to be subliminal.

[E*F*4L]

adverts are annoying & crap, when will they realise that they don't work !

i don't watch or listen to any adverts, however on occasion when do have the ,misfortune to hear or watch one, if its in anyway annoying, irrelevant, up their own arse, or just plain crap i will make a point of not buying the product they are selling & as for internet stuff that advertise on tv/radio never in a million years will i visit their site, if their site is SO dam good they wouldn't need to advertise, like them comparison sites who take your info & flog it on for years to come.

as for product placement, make no difference to me, don't watch any of the soaps nor programs that will have placement.

tv is just going to end up like this, shit

<object width="640" height="385"><param name="movie" value="http://www.youtube.com/watch?v=Inscky6EyQ8&hl=en_US&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/watch?v=Inscky6EyQ8&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>

its a great movie, & concept, but watching a actual show like that :wacky: