GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

           

U.K. Shuts Out Product Placement

 

Steve Clarke

Variety

June 11, 2008
 

The U.K. media minister has attacked product placement in TV shows and said he will not allow the practice on British broadcasters even though it has been approved by the European Union.

The news is likely to infuriate TV companies, including beleaguered terrestrial giant ITV, which are all trying to find additional revenue streams as new media continues to make inroads into traditional advertising.

Andy Burnham, secretary of state at the Dept. of Culture, Media and Sport since January, dropped his bombshell Wednesday in his first big policy speech on broadcasting.

He said product placement would undermine the status that British TV enjoys internationally and “contaminate” programs.

He added, “There is a risk that, at the very moment when television needs to do all it can to show it can be trusted, that we elide the distinction between programs and adverts,” referring to the phone-in quiz scandals that rocked all British terrestrial webs last year.

“As a viewer, I don’t want to feel the script has been written by the commercial marketing director,” he added. “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.”

Last week, ITV topper Rupert Howell, in a speech about the new economics of TV, eagerly anticipated a time when U.K. television would be allowed to follow the U.S. example and use product placement.

Howell said it was vital to find new revenue streams soon and that product placement would be an important source of coin.

He said: “If we do it badly, people will switch off or switch over. We have to do it well. It will not be big, but it will be valuable.”

 

STAY INFORMED

 

Email Address: State:
 

Subscribers receive no more than

1-2 emails per week

 
 
This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

     

Website Designed & Maintained By: AfterFive by Design, Inc.
CCFC Logo And Fact Sheets By:
MonicaGraphicDesign.com

Copyright 2004 Commercial Free Childhood. All rights reserved