The Australian today is asking questions about deals between networks and advertisers that allow for editorial spots in current affairs programmes.
The issue came to light after Sony Australia’s head of consumer marketing Toby Barbour said an advertising campaign for Sony’s 3D televisions that would only run on Seven as a result of the company’s single-network advertising deal included provision for the brand to appear in editorial segments on Sunrise and Today Tonight.
“That’s certainly our intention,” Mr Barbour told the newspaper. “Sunrise and Today Tonight need to confirm.
“It’s likely they’ll do a segment on 3D TV.”
Advertising messages in factual programs is covered by the TV code of practice, administered by ACMA. Such content must be readily distinguishable by viewers from program material.
But it’s a fine line between Editorial and Product Placement / Integration as seen on shows such as The Block, MasterChef and So You Think You Can Dance. There are plenty of Traffic and Finance spots on News shows with blatant sponsorship too.
Sony has had three video clips about 3D TV on the Sunrise website this year including a 3D TV screen, a verbal mention from David Koch and technology presenter Peter Blasina and a product demonstration including prominent shots of the Sony logo on the featured TV screen and on 3D glasses
But Seven’s morning TV producer, Adam Boland, said Sunrise had no advertising deal with Sony but it had a contra deal to feature a Panasonic screen on the set, which was disclosed as required in in-program billboards and in the show’s end credits.
Seven group sales chief James Warburton said,”We don’t do any deals with editorial and any client suggesting we do is living in a dream world.”
Source: The Australian