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BROADCAST FILM AND VIDEO DIRECTORY
Broadcast News
01/03/2011
Product Placement 'Perks Première'
A popular morning time TV show has become the first to feature product placement under new advertising guidelines,
This Morning promoted the Nescafe coffee machine after the company paid a cool £100,000 fee.
The placement is part of a three-month deal with ITV and is the first appearance of product placement on a UK based show since television broadcasting regulations were relaxed.
Television audiences will now see a P logo appear on their screen before the programme begins where product placement is present.
Under the new relaxed rules, brands featured on the air must be relevant to the programmes they are featured in.
However product placement will not be featured in any children's programmes, news, current affairs, or religious shows, and in all cases the advertising of gambling, alcohol, tobacco, junk food, medicine or baby milk is banned.
Following a steady decline in advertising revenues last year, television watchdog Ofcom announced the move to relax commercial programming guidelines.
(BMcN)
This Morning promoted the Nescafe coffee machine after the company paid a cool £100,000 fee.
The placement is part of a three-month deal with ITV and is the first appearance of product placement on a UK based show since television broadcasting regulations were relaxed.
Television audiences will now see a P logo appear on their screen before the programme begins where product placement is present.
Under the new relaxed rules, brands featured on the air must be relevant to the programmes they are featured in.
However product placement will not be featured in any children's programmes, news, current affairs, or religious shows, and in all cases the advertising of gambling, alcohol, tobacco, junk food, medicine or baby milk is banned.
Following a steady decline in advertising revenues last year, television watchdog Ofcom announced the move to relax commercial programming guidelines.
(BMcN)
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