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Coronation Street - Product Placement
Product placement has come to Coronation Street after ITV
signed a deal with the Nationwide Building Society that will see one of its
branded cash machines set up in the corner shop.
The machine will appear on screen from next month along with a branded sign
outside the shop, which is run in the soap by Dev Alahan.
Nick Price, from MPG Media Contacts, who brokered the deal, said: “This is
the first product placement deal for one of ITV’s flagship peak-time shows,
and we believe it will be the tipping point for a wave of new product
placement deals over the coming year.
“We are very proud to be delivering the first product placement partnership
for Nationwide Building Society, demonstrating that we are continuously
extending our capabilities for our clients to access in this modern media
world.”
The Government relaxed the rules on product placement this year, allowing it
in films, dramas and documentaries, TV series, soaps, entertainment and
sport shows.
UK legislation bans tobacco, alcohol, gambling, foods or drinks which are
high in fat, salt or sugar, medicines and baby milk being used in product
placement.
Watchdog Ofcom has also prohibited the paid-for placement of products and
services which cannot be advertised on TV, such as weapons or escort
agencies.
ITV’s commercial content director Gary Knight said: “I am delighted that the
first steps into product placement for Britain’s best-loved soap will be
with the Nationwide Building Society, who also enjoy such a strong and close
relationship with the British public.
“Editorial integrity remains at the heart of what we do as we continue to
talk to our clients about a number of product placement opportunities,
spanning a range of programmes and channels.”
October
31
2011 - waveguide.co.uk
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