Different Points of View

Broadcast systems vary around the world--even between the U.S. and Western European countries. Italy has JUST approved product placement in programs; the UK has said NO to product placement on it's commercial network ITV.

Product placement is one more source of non-traditional revenue. You're more likely to see it generate high revenue numbers in network shows--money that the show producer may get a slice of as well as the network. The FCC has looked with a wary eye over the years about product placement on U.S. shows. Is this practice ethical? Quick answer: Yes. And, legal too--in the U.S. But, how about the leverage fee mentioned in the article? Legal--yes...ethical--yes but at what point does it become questionable? "Questionable" is the polite word we use for unethical.

Here's the link: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102029

TV Watch Branded TV In Europe: Going In Different Directions

Wayne Friedman, Mar 12, 2009 11:45 AM

In Europe, branded entertainment is considered both a good and bad thing. On the same day that the Italian government agreed to allow product placement on local TV shows, the British government gave a thumbs-down to branded integrations for its commercial TV network, ITV. This wasn't an easy decision for Italian officials, who are still concerned over youth product placement. While a ban on product placement will continue for children's shows in Italy, the murkier area comes around teen TV programs, where it will be okay for marketers to run in-show product appearances.