TV

UK expected to open up to product placement

This week culture secretary Ben Bradshaw is expected to announce a change in UK policy which would allow product placement in television programs on commercial television. Supporters of this move cite American Idol's relationship with Coca-Cola as an example of the type of sponsorship that UK television has been missing out on until now. Broadcasters such as ITV, which campaigned for a change in product placement rules, say allowing this type of participation with advertisers will help with financial problems UK broadcasters have been facing. It's expected that children's programs will not be included in the lift of this ban, and the BBC, as a public broadcaster, will continue not to use product placements.
September 14, 2009

This week culture secretary Ben Bradshaw is expected to announce a change in UK policy which would allow product placement in television programs on commercial television. Supporters of this move cite American Idol‘s relationship with Coca-Cola as an example of the type of sponsorship that UK television has been missing out on until now. Broadcasters such as ITV, which campaigned for a change in product placement rules, say allowing this type of participation with advertisers will help with financial problems UK broadcasters have been facing. It’s expected that children’s programs will not be included in the lift of this ban, and the BBC, as a public broadcaster, will continue not to use product placements.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

Menu

Search