ITV supports product placement consultation

LONDON - ITV has said it welcomes today's announcement that the Department of Culture, Media and Sport is to begin public consultation on the introduction of product placement for the UK media industry.

Michael Grade, executive chairman of ITV said: ‘UK viewers are already used to product placement in the imported content they watch on UK screens. Allowing product placement in UK broadcasting would place UK producers and broadcasters on a level playing field with their international counterparts, as well as bringing new revenue directly into original UK production - which can only be good news for UK viewers and advertisers.'

The decision from the Government follows an earlier U-turn in September when it announced support for product placement in UK TV programmes.

The eight-week public consultation on the subject will close on 8 January 2010.

Current rules ban product placement on UK TV. The European Union's incoming Audiovisual Media Services Directive, however, will say that member states are allowed to grant exceptions for certain types of programme.

 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published