I had not realised that product placement was not allowed in commercial TV programmes. Although I know programmes are allowed a "main sponsor" mentioned at the beginning of the show.
I can remember the first piece of product placement I saw and recognised it as placement. It was a really bad Chevy Chase film called "Spies like us", a scene in the film so Chevy eating a certain brand of potato chip.
This is supposed to bring back revenue to cash strapped ITV, but the only formula for that is to make programmes that people will watch and then advertisers will want to target. Also there is the question of who benefits from the advertising deal, the production company or the broadcaster. It'll be interesting to see what sort of programmes begin to see advertising "inline".
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