Television

Read the text and define its general ideas.

In January 1992 TV-am cookery spot presenter Rustic Lee was the first UK television presenter suspended for allegedly receiving ₤2000 per show from manufacturers for recommending certain products. It was claimed that she was paid ₤80 000 for endorsing brands like Carnation Milk, Anchor dairy products and Lo Salt.

The ITC Code of Programme Sponsorship guidelines forbid:

“... the inclusion of a product or service within a programme in retirn for payment or other valuable consideration to the programme maker or ITC licensee”.

Programmes may use such products supplied free of charge as long as they are not unduly prominent.

Programme making is an extremely expensive business; if television production companies can obtain props for free, so much the better. But manufacturers rarely supply their goods directly to programme makers.

In 1990 Phil Redmond’s Mersey Television Company was criticized by the ITC for over-prominence of KP products which had been supplied free by the manufacturer for the mobile shop scenes in episodes of Brookside.

The boxes of crisps and snacks had been supplied as props by a company called Prop Portfolio which is paid by a list of clients, including KP products, to get their products on screen. Props buyers for productions contact Prop Portfolio and ask to be supplied with snacks or other commodities. They do not request specific brands.

Product placement in British programmes is strictly controlled by the BBC Producers Guidelines and the ITC Code. No such controls apply to imported programmes. American mini-series and popular dramas like Beverly Hills 90210 are governed by US television codes which allow product placement.

Object of Beauty was a BBC co-production screened in February 1992. During the action, the leading actress asks for 12 bottles of Perrier water to be sent to her hotel room. The script called for “a dozen bottles of branded mineral water”. Concern was expressed when it was discovered that Perrier had paid “a five-figure sum” to have their product not only seen, but also used (endorsed) by the stars of the drama.

During the coming week, look carefully at one of your favourite television programmes to see if you can spot an example of product placement. It might be a large neon sign centre screen for several seconds, a product logo, the name of a particular item of clothing or electrical goods – the possibilities are endless.

Topic for Discussion

1. Television would be better without advertising.

2. TV interferes with my life.

3. The advantages and disadvantages of modern TV.

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