Policy on Product Integration in Audiovisual Content

1. 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

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

3. 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

4. 1955– “The Seven Year Itch”

5. 1980 - “Urban Cowboy”

6. Product integration is common in a variety of media products:

7. Movies

8. Television Programs

9. Cartoons Shorties Watchin' Shorties- Comedy Central

10. Video Games

11. And many others: • Video Clips • Newspapers • Websites • Books

12. 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.

13. Product Integration include different practices :

14. Product placement

15. Plot placement

16. Title Placement

17. 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.

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

19. Principals for regulating product integration in television production

20. 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?

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

22. 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.

23. 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.

24. 2.Applying advertisement limitations on product integration

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

26. Thank you