What would Ken say? Coronation Street to profit from product placement
Residents of Coronation Street will rest easier knowing their money is no longer being held in a fictional bank, as British television's first primetime product placement is set to appear on the soap in the form of a Nationwide ATM.
The company's logo will appear on a machine in the soap's hitherto unbranded corner shop from 14 November for a period of four months. A branded sign will also appear outside the shop.
Broadcasters and advertisers have been slow to take advantage of the removal in February of a ban on product placement on British television.
Only a dozen deals were made in the first six months following Ofcom's introduction of the rules, the first being the appearance of a Nescafé Dolce Gusto coffee machine on ITV's This Morning.
Under the rules, alcohol, tobacco, and food and drinks which are high in fat, salt or sugar are among the products that are not allowed to be featured. Product placement is also banned from news, current affairs, consumer and religious programming.
Ofcom has predicted that the industry could be worth up to £30m a year.
As well as the financial benefits for television shows, many have argued that the introduction of real brands will add a sense of realism.
This first step in to primetime television could end the days when bar maids working at the Queen Vic in EastEnders were left guessing when a grunting Grant Mitchell ordered a "bottle of beer".
"In the 1960s and 1970s they did use real products. We ended up having to distort real life by taking them out, and by doing things like putting tape over a cereal," said branding expert Rebecca Battman.
BBC Trust agrees to axe channel from TV in favour of digital moveTV
Final Top Gear reviewTV
FestivalsFive ways to avoid the portable toilets
Jurassic WorldThe results are completely brilliant
Arts & Ents blogs
- 1 David Cameron refers to 83-year-old Labour MP Dennis Skinner as 'Jurassic Park'
- 2 iPhone 7 (or iPhone 6S) leaked pictures show similarities to older model — but Apple is fixing the biggest issue of all
- 3 'Help me I'm trapped in a factory' messages keep being found on bottles of vitamin water
- 4 German ethics council calls for incest between siblings to be legalised by Government
- 5 Alwaleed bin Talal: Saudi Prince to donate entire $32bn fortune to charity
Game of Thrones season 6: Daenerys actress Emilia Clarke says '50/50 chance' Jon Snow is alive
Amy, film review: Beautiful film reveals ugly truth behind singer's downward spiral
'Dukes of Hazzard' pulled from screens by CBS as outcry over Confederate flag grows
London Has Fallen trailer release branded 'extremely insensitive' ahead of 10th anniversary of 7/7 bombings
What if Nicolas Cage played every character in Game of Thrones?
The moment a Queen's Guard soldier lost it and drew his gun at annoying tourist
Greece crisis: IMF was pushed around by Angela Merkel and Nicholas Sarkozy – and now it is being humiliated
'I wish the BBC would stop calling it Islamic State' – David Cameron unleashes frustration at broadcaster
Greece crisis: The wider lesson is that it’s time to abandon this failed experiment in currencies
Girl, 7, stares down hate preacher at Ohio festival with pro-LGBT rainbow flag gesture
Forget little green men – aliens will look like humans, says Cambridge University evolution expert