Voccine om produktplacering för tv

Postat: 2006-06-15 kl. 12.14

I podradioprogrammet Voccine Nr 04 diskuterar Christina Jeurling och Tomas Seo product integration och att Les Moonves, som är CBS vd, har sagt att 75 % av alla manusstyrda tv-program kommer innehålla produktintegration framöver:

This "product integration" pads the profits of the TV networks while turning viewers' favorite shows into infomercials. When advertising agencies usurp control from writers, directors and editors, they are seeking to manipulate the emotional connection that viewers forge with stories and characters.

This corruption of the story is hardly limited to reality TV. CBS Chairman Les Moonves has predicted that up to 75% of all scripted prime-time network shows will soon feature products paid for by advertisers and integrated into plot lines. One advertising executive recently predicted that content and advertising will be fully integrated and, "in the end, corporate clients will be happy, and the writers and actors won't be able to tell an Emmy from a Clio."

Los Angeles Times Plot Line: Drink Pepsi! (2005-10-23)

Tomas Seo var inte särskilt emot tanken, men nyckeln är ju att det alltid är manusförfattarna, regissörerna och skådespelarna som vet bäst vad som funkar för historien som ska berättas, inte annonsköparna:

CBS' Moonves told Advertising Age's editor, Scott Donaton, that the key to expanding product integration will be "breaking down the resistance of writers, directors and actors."

The Hollywood talent guilds should wholeheartedly promote this resistance. They should insist that writers, not advertising executives, be trusted to do what is best for the story.

Ibid

That said har jag ändå ett exempel åt dem, som de också frågade efter.

I det tionde avsnittet, Jamalot, ur andra säsongen av CSI:NY får Carmine Giovinazzo:s karaktär ett telefonsamtal under avsnittets gång. Telefonens ringsignal var Coldplays Talk från singeln som skulle komma veckan därpå. I reklampausen som följde instruerades tittarna hur de skulle kunna köpa ringsignalen:

When detective Danny Messer investigates another crime scene on "CSI: NY" tonight (Nov. 30), more than a deadly dose of reality will ring in his ears. Series star Carmine Giovinazzo's phone will sound to the tune of Coldplay's next single, "Talk," as part of a cross-promotional agreement between CBS and Capitol Records.

The call will come in during a key scene, after which viewers will be offered the opportunity to purchase the ringtone of "Talk" for their cell phone.

In addition to the ringtone, "Talk" also will serve as background music during a later scene in the broadcast.

Billboard New Coldplay Single Heads To CSI:NY (2005-11-30)