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Product Placement

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Helena Sternkopf

on 24 January 2013

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Transcript of Product Placement

Theory Product Placement "Product Placement is the practice of integrating specific products and brands into filmed entertainment."

Three types of product placement:
spoken Pr duct Place ent in the UK Situation before 2011
from TVWF to AVMSD 2011 - the year when products became stars in the UK 28 February 2011 TV programmes can contain product placement
Ofcom’s Broadcasting Code contains WHAT, WHERE and HOW product placement can be featured
Advantages for Brand Implied endorsement by actor
far reach
unawareness of audience
lack of clutter
possible merchandising TVWF - Television Without Frontiers
Council Directive 89/552/EEC of 3 October 1989
free movement of European television programmes
requirement for TV channels to reserve more than half of transmission time for European works AVMSD - Audiovisual Media Services Directive
2007/65/EC of 19 December 2007
amends and renames the TVWF
less detailed but more flexible regulation
Product placement (Article 11): permitted
BUT: free to adopt stricter rules for media companies Government will not allow paid product placement
Justification: may contaminate television programmes and create mistrust

"....as a viewer, I don't want to feel the script has been written by the commercial marketing director. If Jim Royle gets out of his chair for a Kit Kat, I want to think, 'he fancies a Kit Kat' – not, 'Kit Kat my arse!' If I thought it was because someone has paid for him to eat one it would change the way I felt about the programme.... 9.6 Product placement is prohibited except in
a) films;
b) series made for television
c) sports programmes; and
d) light entertainment programmes

9.7 Programmes that fall within the permitted genres must not contain product placement if they are:
a) news programmes; or
b) children's programmes

9.12 Product placement is not permitted in the following:
a) religious programmes;
b) consumer advice programmes; or
c) current affairs programmes

9.8 Product placement must not influence the content and scheduling of a programme in a way that affects the responsibility and editorial independence of the broadcaster

9.11 The product placement of the following products, services or trade marks is prohibited:
a) cigarettes or other tobacco products;
b) prescription-only medicines

9.13 The product placement of the following is prohibited:
a) alcoholic drinks;
b) foods or drinks high in fat, salt or sugar ("HFSS");
c) gambling;
d) infant formula (baby milk), including follow-on formula;
e) all medicinal products
f) electronic or smokeless cigarettes, cigarette lighters, cigarette papers, or pipes intended for smoking; or
g) any product, service or trade mark that is not allowed to be advertised on television

9.14 Product placement must be signalled clearly, by means of a universal neutral logo, as follows:
a) at the beginning of the programme in which the placement appears;
b) when the programme recommences after commercial breaks; and
c) at the end of the programme. Future “There’s a lack of case histories, but we are rolling them out in the next six months which will help spur the market on. 2012 will be the re-energising period for us for product placement,”
worth up to £120m in the next five to six year
25% positively increased perception Examples of UK product placement
February 2011
Nescafe signed a £100,000 three month deal to feature its Dolce Gusto coffee machine in ITV’s This Morning’s kitchen, the first product placement in the UK. Independent research from Otherlines.tv claims 40% of viewers said their interest in buying the product increased after seeing the placement.

Visual Spoken actor or offscreen voice mentions product Forms of Payment direct payment
barter - products are given for free in exchange for display
gratis - products are displayed for free Participating Parties Brand
Content Provider (Producer, Studio)
Product Placement Agency Ethical Issues stealth advertising
deceptive advertising
creative freedom
no extra compensation Advantages for Content Provider Cost reduction - props, set
decorations, locations
Revenue generation
Cross promotion - e.g.
merchandising brand, logo, product is simply observed


actor uses product Possible Solutions inform audience of advertisement
invent own brands
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