It’s Content Integration, stoopid…
By David Knox on July 4, 2014
Nine’s latest Insights newsletter to clients, gives us some deeper insight into ‘content integration.’
Y’know, that thing we used to call ‘product placement.’
As these photos indicate, shows like
Big Brotherare rife with the stuff as part of their storytelling (and let’s not even start on
The Block).
It’s not new to
BB, nor the genre, nor even the network. But it helps explain why some kooky challenges are the way they are. It’s just an excuse to embed the client’s product.
As Nine explains it:
Content integration offers something money can’t buy – the opportunity to weave your brand into the fabric of the program. With Big Brother reaching 73.8% of Australians in 2013, it is the perfect vehicle for your brand to reach a large, youthful and engaged audience.
It’s why it’s called commercial TV, right?
Networks of course must comply with the Code of Practice:
Where a licensee receives payment for material that is presented in a program or segment of a program, that material must be distinguishable from other program material…
Broadly speaking they distinguish this in the tiny credits that run at show’s end, despite the whole notion that product placement works most effectively when you don’t notice it as separate from the storytelling.
But remember… starving housemates on staple foods then ‘rewarding’ them with fast food equals elated TV faces gorging themselves on client product. Who’s a happy Sales and Marketing Director?
Source: TVTonight
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Interesting that Nine have only just now sent out a newsletter ^ above to clients seeking advertisers to 'integrate content' in Big Brother.
... cheers.
