While just about every television genre has jumped on the lucrative branded entertainment bandwagon, news programs generally have been considered off-limits to product integration to preserve editorial integrity. But with TV stations facing increased competition and pressure on advertising revenue, the barriers that shielded news programming from production integration and placement deals are falling. Product placement, media and branded entertainment agencies say they are increasingly being pitched opportunities from local stations to integrate their clients' products into news programming in exchange for media buys or integration fees. "There are more local news stations that are incorporating brands into news in innovative, cutting-edge ways," said Aaron Gordon, president of entertainment marketing firm Set Resources Inc. "The line, which has always been black and white in terms of what's news and what's commercials, is now being blurred." Media agency Initiative said it has been working on integrating advertising content into local news on behalf of several of its clients.
- 3/16/2006
- The Hollywood Reporter - Movie News
While just about every television genre has jumped on the lucrative branded entertainment bandwagon, news programs generally have been considered off-limits to product integration to preserve editorial integrity. But with TV stations facing increased competition and pressure on advertising revenue, the barriers that shielded news programming from production integration and placement deals are falling. Product placement, media and branded entertainment agencies say they are increasingly being pitched opportunities from local stations to integrate their clients' products into news programming in exchange for media buys or integration fees. "There are more local news stations that are incorporating brands into news in innovative, cutting-edge ways," said Aaron Gordon, president of entertainment marketing firm Set Resources Inc. "The line, which has always been black and white in terms of what's news and what's commercials, is now being blurred." Media agency Initiative said it has been working on integrating advertising content into local news on behalf of several of its clients.
- 3/15/2006
- The Hollywood Reporter - Movie News
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