Sky inks digital product placement deal

UK pay TV operator BSkyB has inked a product placement deal that will see relevant branding digitally inserted into one of its shows after it has been produced.

It has agreed a deal with pet food brand Pedigree, which has inserted the relevant branding into Pulse Films’ Sky1 HD entertainment show about dogs and their owners, A Different Breed. The regular ad slots around the show will also be focused on brands that have associations with pets.