Although paid for product placement
is currently prohibited, the EC published the "Television Without Frontiers
Directive" on December 13th 2005 that proposes to liberalising the rules
governing television advertising and to legalise paid-for product placement.
Ofcom in response to the directive
has adopted a cautious approach to the introduction of product placement
and has introduced a 3 month consultation period for all interested parties
to put their case by the 13th March 2006.
Prop Portfolio recognises that product
placement, while a potentially desirable revenue stream, will be a non-starter
if certain basic principles are not in place that lead to transparency,
trust and a process that all parties understand.
Placement is not advertising, our
clients do not pay by the second nor do we interfere in the creative process
on their behalf. Placements are seamless integrations of brands within
programming.
The main benefit to the client will
be the opportunity to exploit the association through all the normal advertising,
promotional and PR channels.
Prop Portfolio is already in a position
to offer its clients the opportunity to "buy futures" in the field of
product integration. When the new guidelines are published have the structures
in place that will facilitate exploitation of all the new opportunities
for brand integration. These will enable our existing clients to reap
the benefits before their competitors have even begun to grasp the concept.
Client Extranet
User Name
Brand Integration