BR Video: Product placement adds realism to TV shows says public

LONDON - The majority of consumers interviewed in the latest Brand Republic video felt that product placement in TV programmes would add a sense of realism to shows if it was carried out in a "discreet way" which was "not very frequent", but they were not so sure if it would persuade them to buy certain products.

The news follows last week's announcement by culture secretary Ben Bradshaw that the government would lift the ban on product placement in TV programmes.

Bradshaw announced a three-month consultation period over proposals to lift a ban allowing broadcasters to take payments for displaying branded products during shows.

One respondent said: "It would add a sense of realism if it was done in an extremely discreet way and in a manner that was not very frequent and obvious."

Another person said: "It all depends to what extent it's done within the programme and how much focus is put on the product.

"If it's there in the background and you can see the brand name but the emphasis is still very much on what's happening in terms of the story line -- then I don't see a real problem."

A couple of respondents were concerned that TV ads already interrupt programmes and said product placement could distract viewers further.

One man said: "I think it would damage programmes and turn them into adverts really. I think there is too much advertising on TV already."

However, those people interviewed were divided in there opinions regarding whether they would be more inclined to buy a product if it was integrated into their favourite TV programme.

One man said: "I don't think I'd do things just because other people said -- I think of myself as a bit more independent."

Another person said: "It depends on the product -- it depends how it's being used. If it's overt and a bit kind of cheesy and tacky then I think that would put me off."

However one man said: "You probably would be more inclined to buy something if you saw it in your favourite TV programme because if it's something you watch repeatedly, you're always going to see it there and it's going to be stuck in your head."

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