Policy on Product Integration in Audiovisual Content Yoram

Policy on Product Integration in Audiovisual Content Yoram Mokady Chairman Israel Council for Cable and Satellite Broadcasting http: //www. moc. gov. il/new/hebrew/index. html Epra- Budapest October 2005

Was product integration born in 1982? REESES PIECES IN E. T.

It can actually be tracked in much earlier productions: • • • 1932 - White Owl cigars in "Scarface"; 1935 - Buick cars in “Gold Diggers”; 1941 - Chesterfield cigarettes, in "You'll Never Get Rich“; • 1950 - Coca-Cola in “Father of the Bride”; Iowa State, journalism professor Jay Newell’s product placement research, source of Turner Classic Movies March line-up

1955 – “The Seven Year Itch”

1980 - “Urban Cowboy”

Product integration is common in a variety of media products:

Movies

Television Programs

Cartoons Shorties Watchin' Shorties- Comedy Central

Video Games

And many others: • • Video Clips Newspapers Websites Books

The use in product integration has increased: • New trends, concept and perceptions in the advertising and PR markets; • Digital technologies threaten traditional commercial breaks: Wide array of channels; VOD-no commercials; DVR- commercial skipping.

Product Integration include different practices :

Product placement

Plot placement

Title Placement

Should regulators allow product integration in content? • • An additional financial source for audiovisual productions; Ensure the continuation of free broadcasts in the digital age; Better to regulate than allow a “black market”; Exists in American and other acquired programs.

Concerns raised by product Integration • Protecting program integrity - Authenticity of audiovisual work; - Journalistic + editorial independence; - Objectivity of information. • Protecting media consumers

Principals for regulating product integration in television production

Ensuring program integrity • • • 1. Banning product integration in programs in which the authenticity and objectivity of facts is crucial News; Current Affairs; Documentaries; Programs in which commercials are banned; Drama? Video clips?

Ensuring program integrity 2. Mechanisms for preventing commercial influence on content • Producers will maintain editorial decisions; • Exposure of commercial elements when editorially justified;

• Separation between the employees that are responsible for the production and the sponsoring body; • Limitations of undue prominence; • Encouraging viewers to buy the products- not allowed; • Program promotions shall not contain product integrations.

Protection of Media Consumers 1. Protecting media consumers from surreptitious advertising • Viewer notification at the beginning + the end + every 30 minutes of program time; • Public announcements creating public awareness.

2. Applying advertisement limitations on product integration

3. Child Protection Programs directed towards 14 years old and under may not contain product integration.

Thank you