UK authorities have decided to allow product placement in TV shows for the first time. Culture minister Ben Bradshaw said that following a period of consultation the UK Department of Culture, Media and Sport will allow product placement on UK screens in a way which will provide meaningful commercial benefits to commercial television companies and program makers while taking account of the legitimate concerns that have been expressedÂ.
Bradshaw said maintaining the rules forbidding product placement would place UK producers at a financial disadvantage during what is already a challenging period financially. He added that, aside from Denmark, each of the European Union Member states allows, or has stated its intention to allow, product placement.
Communications regulator Ofcom now needs to run a public consultation on the specific changes needed to its Code regulating the content of TV programmes. The changes are expected to come into force later this year. Once in place, the new rules would allow product placement in four categories of programme: films; TV series; sports programmes; and light entertainment programmes.
Indie producers advocacy group Pact welcomed the move and said the new rules would see £72m (Â82m) injected into the UK TV market in the short term. CEO John McVay said: ÂAllowing product placement will put British producers on a more level playing field with their counterparts in the US, Europe and the Internet, and help to plug the funding gap that UK original programming is currently facing.Â
ICYMI: beIN introduces new UI, channels and subscriber packages for MENA digitaltveurope.com/2021/03/02/bei… https://t.co/IDUVHmrmlt
02 March 2021 @ 20:00:01 UTC
ICYMI: @Roku acquires Nielen’s Advanced Video Advertising business
digitaltveurope.com/2021/03/02/rok… https://t.co/98Dbx5moL2
02 March 2021 @ 19:00:01 UTC
.@Media_Kind integrate Dolby Vision digitaltveurope.com/2021/03/02/med… https://t.co/goaa9WPybn
02 March 2021 @ 18:00:02 UTC
Eleven secures rights to WTA in Portugal digitaltveurope.com/2021/03/02/ele… https://t.co/r0Wvio2noV
02 March 2021 @ 17:00:01 UTC
Alphonso rebrands as LG Ads digitaltveurope.com/2021/03/02/alp…
02 March 2021 @ 16:16:00 UTC