31 October 2011 - 8:14am | posted by | 0 comments

Coronation Street secures UK's first prime time product placement

Coronation Street secures UK's first prime time product placementCoronation Street secures UK's first prime time product placement

Coronation Street is to become the latest TV show to jump on the product placement bandwagon when it cashes in on the relaxed regulatory environment to host a Nationwide cash dispenser in character Dev Alahan’s corner shop next month.

It will take the place of an unbranded prop from November 14 and includes a sign placed outside the store, both of which will remain in situ for a trial period of four months.

Product placement has thus far failed to set the UK television market ablaze, as broadcasters had hoped, but the Coronation Street deal is being viewed as a potential tipping point in its fortunes.

Gary Knight, ITV’s commercial content director, said: "Editorial integrity remains at the heart of what we do as we continue to talk our clients about a number of product placement opportunities, spanning a range of programmes and channels."

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