Channel 5 to push product placement
Richard Desmond owned Channel 5 is to become the latest broadcaster to embrace product placement after Richard Desmond announced plans to employ greater use of the marketing ploy in its broadcasts.
It comes as Desmond seeks to develop closer ties between the channel and Northern & Shell’s staple of newspapers and magazines.
The Daily Express, Daily Star, OK! And New! Will all make hay with the impending return of Big Brother, seen as the ideal platform from which to cross promote these brands.
Nick Brampton, N&S's commercial sales director, said: “Product placement is like a really golden nugget and if it's used with other components such as spot advertising, sponsorship, features in the newspapers and magazines and online as well then the whole value of it is increased.”
Brampton added: “What we want to do is make our advertisers part of our editorial involvement. It already happens in OK! magazine where products are being used in the magazine.”