Product integration on International television

Rather than limiting their presence to commercials, networks are increasingly integrating their sponsors and their products into the shows themselves. It is considered to be an attempt to thwart any trend toward skipping commercials on programs recorded on personal video recorders like TiVo.

But in a market like India, where addressability stumbled on the very first block that came around the corner, technology such as TiVo is a far cry for now. In fact, something like TiVo may not even come to India.

Instances of in-television product integration in international television are:

All My Children
In a story-line that spanned several months, famous cosmetics company Revlon was front and center in Pine Valley's plotline.

American Idol
Reality-based television shows seem to be a perfect match for product integration. Coca-Cola, AT&T Wireless, Old Navy and Ford are some of the brands and products clearly evident in each episode. These companies have reportedly dished out $ 26 million per integration/sponsorship deal.

While soft drinks and other beverages have been strong in the product placement arena, auto manufacturers are the ones who have really turned it into an industry. Here's a list of some of the car placements seen on international television.

In fact, product placement isn't just for movies and television. Internationally, the concept has penetrated books, music videos, video games and on the Internet.

Instances of product placement on the web:

Some of the websites that have product integration are:
American Idol
Coca-Cola Behind the Scenes
AT&T Wireless
Old Navy Fun and Games Section
Herbal Essences Music Section

However, even in the US, veiled commercial pitches are being projected as an affront to basic honesty. On 30 September 2003, Portland based organisation Commercial Alert called on the Federal Communications Commission and the Federal Trade Commission to investigate current TV advertising practices regarding embedded advertising. The organisation asked the FCC to look into restoring some honesty and fair dealing in the presentation of these ads by requiring disclosure that the ads are, in fact, ads.

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