BRITISH programmes have become synonymous with one thing; they have to use made-up brands and companies. Unlike broadcasters worldwide and films, broadcasting law prohibited the use of advertisement in programmes, known as “Product Placement.” During the 1990s, PIF’s about the use of this feature not being allowed could be regularly seen on ITV and Channel 4 on behalf of the Independent Television Commission (ITC), now OFCOM.
Product placement is as mentioned, the use of brand advertisement within a programme, a company pays the broadcaster a cash value to have products of theirs appear in a certain programme. It has been used for several years in US, for example on American Idol, the judges drinking glasses are sponsored by Coca Cola. It had seemed though that nothing like this would come to Britain, until now.
In autumn 2009, OFCOM earned a government grant to allow the prohibition of product placement to be lifted, providing certain requirements and limitations were agreed upon. However it is only now that these changes are starting to come into force. Last Monday, ITV1’s flagship daytime show This Morning became the UK’s first example of Product placement with Nescafe’s popular Dolce Gusto coffee maker appearing in view in the set’s kitchen. To date, it is so far the only use of this feature but other shows, mainly the soaps will soon be expected to follow suit. Surely, it won’t be too long before we see Heinz Tomato Ketchup used in many breakfast scenes in Corrie and PG Tips teabags purchased in the post office shop in Emmerdale.
There are some exceptions within the law of course. Broadcasters must display a P logo as shown at the top of this blog on the titles of the programme and also at the close of the programme and after an ad break to remind and inform viewers. The BBC is not permitted to use product placement in any of its shows because of its government funding. Children’s programmes, news bulletins, and programmes of a nature to current affairs, politics and religion can’t use this advertisement venture. Likewise, companies that have products that are classed as junk food, or any alcohol, tobacco goods and companies that appeal to gambling (e.g. betting, bingo) are barred from using product placement to show their items. This of course means, amongst others, that pints of Newton & Ridley, Corrie’s fictional beer, will still be pulled at the Rovers instead of being exchanged for the likes of Carling or Carlsberg.
So what will this mean for advertisers and the TV programmes in general? Well in this current financial climate, product placement may just be the saviour to those advertisements that are struggling to get their message out. It is extremely expensive nowadays to purchase a space in a programme break to advertise and even more for those who are brave enough to advertise at cinemas.
It will open up a whole new world for the companies that are likely to get involved as many viewers will surely be convinced to try or purchase a product that is used in a programme.
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