The Word on Placement: It's Following the Script

Consoli, John
July 2004
Adweek;7/26/2004, Vol. 45 Issue 29, p8
Trade Publication
Product integration, now de rigeur in reality programming, is taking over scripted shows as well, with a flurry of embedded-content deals shaping next season's network fare. Les Moonves, co-president and co-COO of Viacom, where he oversees CBS and UPN, predicted that in three or four TV seasons, as much as 75 percent of all prime-time broadcast scripted shows will carry some element of product placement. Other networks are making a big push into product placement as well. The WB, for example, has created a special program under which advertisers can pick a scripted show and become its exclusive product-integration partner.


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