Archive for September 21st, 2007

CW Newsmagazine is Pitch Within Pitch

Posted by iTVX Staff on 21st September 2007

When the CW network launched this time last year, it experimented with a new kind of commercial break designed to look like a minishow built around products. The so-called content wraps were such a hit with marketers that the network is going one better this fall, with a half-hour weekly series in which it will promote sponsors’ products.

“CW Now,” which debuts Sunday, is a newsmagazine-style program aimed at young adults, dishing out segments on what is hot in the worlds of fashion, music, entertainment and technology. The program won’t break for commercials: Instead, at least one of the segments …

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Identifying Product Placement, So You Know The Writer Is Not Involved

Posted by iTVX Staff on 21st September 2007

Identifying Product Placement, So You Know The Writer Is Not Involved
“HERE IT IS — YOUR bottle of Aquafina,” a lawyer on any TV crime drama might say to his client. Then with a quick aside to the camera: “Bought to you as a paid product placement by the fine people from Aquafina.”

For the slow and uninitiated, this would make sure product placement would be identified, once and for all, saying, in effect: “Oh. This is advertising. This is TV business.” Read the rest of this entry »

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iTVX: Measuring Product Placement Evolution

Product Placement. Branded Entertainment. Integration.