June 02, 2008

ITV's Product Placement Strategy

Since his ITV board appointment in September last year as MD of Brand and Commercial, Rupert Howell has been quick to seize on the EU's recent dergulation of product placement under the Broadcast Directive by lobbying local UK broadcast regular Ofcom (namely the Department of Culture, Media & Sport) to loosen its restrictions governing product placement in Britain. Such a move by Howell and ITV will greatly position the broadcaster to tap new branded content and advertiser-funded programming revenues at a time in which U.S. broadcasters such as Fox TV are shortening the ad breaks increasingly through the use of monetising ad-inventory in programming.

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