Friday, February 10th, 2012
Peter Fincham, director of television for ITV, argued in support of product placement for television programs. He said that the entry of product placement into British television is inevitable.
His strong words come, despite a decision earlier this year by the UK government to ban product placement on television.
Opposing legislators said that the brand integrations would destroy the integrity of British television.
Fincham strongly disagreed when he spoke at the Edinburgh International Television Festival. He compared product placement to compulsory seatbelts. He mentioned, it ?will happen one day. As soon as it does happen we will think why did we spend so much time wondering whether we should do it or not.?
He continued, ?You need, in my opinion, a very strong reason to say, ?Here?s a potential source of revenue which we deny the [commercial] broadcasters.??
The director explained that UK audiences are already familiar with product placement from American media and British media. He says that viewers are very comfortable with the idea. Nevertheless, he says the introduction of product placement in UK television should be done carefully.
Fincham explained, ?If we do it crudely then viewers will react accordingly and we will suffer accordingly.?
In order for product placement to be allowed, Fincham thinks ITV needs to do a better job at convincing opposing authorities that they will not compromise creative integrity with regard to productions.
Source: The Stage News
