So news came through over the weekend that the government has finally ceded to pressure from broadcasters and decided to drop the ban on product placement in commercial programming in the UK.
This is news that can be taken in one of two ways – at first I recoiled in mock horror, imagining the potential sway corporate brands could be granted over the public’s subconscious, but it is becoming more and more apparent to me that this is a necessary evil.
It’s easy to get all riled up over the intrusion of brand names into your favourite films and TV shows, but think back to these most blatant examples of product placement – James Bond’s latest mobile phone or watch, Pepsi in Back To The Future, even the humble Sara Lee gateau in Peep Show. The most likely response in each case is mild derision, not an uncontrollable urge to go out and by the product in question.
Product placement is cheesy and obvious – it’s not brainwashing, it’s not even subliminal messaging.
It will be interesting to see how the ad men attempt to take advantage of this change in policy. Will Jeff Stelling start prominently drinking PG Tips on Countdown? Don’t worry, the BBC isn’t eligible due to its publicly-funded status, so we won’t be seeing punters in the Queen Vic drinking Strongbow (liquid refreshment) or eating McCoys (man crisps).
David Elstein argues persuasively that product placement is nothing to be feared in this column for The Times, but then again he would, being a former chief executive of Channel Five. He makes a good point – the government’s nannying intervention is condescending to us as viewers who can be trusted to think for ourselves. But I shudder when Elstein refers to us all as consumers.
Don’t be fooled – there is an inherent threat to the integrity of programmers in this decision, which will have to be stoutly resisted by those in charge, but if this is what’s needed to keep ITV and Channel 4 afloat, then so be it. The long-term, lingering issue is how to ensure ad revenue as viewers head online for the on-demand convenience of iPlayer and channel4.com. That is a serious dilemma for all major media providers at the moment, but that’s another blog post for another time…
N.B. This blog is not commercially supported in any way by any of the aforementioned brands… yet.