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.
- MIPTV ’21