Channel 5 to embrace product placement

Ian Burrell,Media Editor
Wednesday 06 July 2011 00:00
Comments

Richard Desmond's Northern & Shell media empire has unveiled plans for greater use of product placement on Channel 5 and closer ties between the broadcaster and the company's stable of newspapers and magazines.

The business launched a new initiative, Northern & Shell Partnerships, which is designed to increase integration between the television channel and media brands including the Daily Express, the Daily Star and the company's roster of celebrity magazines, including OK! and New! The impending return to television of the former Channel 4 reality show Big Brother will give N&S a major opportunity to cross-promote those brands, N&S executives said.

Nick Bampton, N&S's commercial sales director, said he expected product placement to play a key role in a strategy of helping commercial clients promote themselves across all of N&S's media platforms.

"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," he said. Mr Bampton said he expected to see product placement in Channel 5's lifestyle programmes – "in-house makeover shows, for example, there are lots of opportunities there" – and in Big Brother where he was looking at "a number of different partnerships".

N&S told media agencies yesterday that the combined audience of its various outlets was 39 million people a month and that it was the third largest media owner by revenue in the UK. With its ownership of television and print assets, Mr Desmond's company has opportunities that some of his media rivals do not enjoy. Mr Desmond bought Channel 5 in July last year for £103.4m and announced last month that he had already increased profits from £8.9m in 2009 to £30.3m.

"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," said Mr Bampton.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

By clicking ‘Create my account’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in