[opendtv] Reopening the Door to Product Placement
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: undisclosed-recipient: ;
- Date: Thu, 16 Sep 2004 00:12:46 -0400
http://www.tvweek.com/article.cms?articleId=26008
Blink
September 13, 2004
Reopening the Door to Product Placement
For the first time, Sony Pictures Television is going to re-edit an
existing series episode to add a product placement that will air only
in syndication, not during the regular network run. The new scene for
"The King of Queens," which enters its second year of syndication
this week, will incorporate a plug for Dr. Scholl's Massaging Gel
Insoles. It is part of a sponsorship deal between SPT and Dr.
Scholl's parent Schering-Plough that involves a sweepstakes offering
as a prize: a behind-the-scenes tour of Sony Pictures Studios in Los
Angeles. Schering will back the promotion with "millions of dollars"
in advertising, including television, radio and print. Of course,
what made us Blink was the idea that any current or past series where
the actors are still alive could in theory be re-edited to add other
placements in the future. How about some new Jockey shorts for
"Raymond" or a Trojan condom placement in "Will & Grace," or maybe
they can go back and have Halliburton sell lunch to the patients as
they come off the battlefield on "M*A*S*H."
-JON LAFAYETTE
http://www.tvweek.com/article.cms?articleId=26008
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