Coronation Street: What’s your view about product placement on Corrie?

by Lynn Connolly

The Guardian reported yesterday that for the first time ever, Coronation Street’s bosses are employing product placement within the show in a bid to increase revenue from advertisers.

The paper states that a Nationwide cash machine will be seen in Dev Alahan’s corner shop during an episode that will air on Monday, November 14th.

Until earlier this year, product placement in UK shows was banned, however, TV watchdog Ofcom issued new rules stating that product placement could indeed feature in shows, but they added it must be “editorially justified” and not gratuitously added to a storyline or scene.

They also stipulated that in shows featuring product placement, viewers must be informed of it by the appearance on-screen of a small letter P…

Gary Knight, the director of commercial content at ITV, said in a statement about the issue, “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.”

However, product placement won’t be permitted on news and current affairs programmes, nor in children’s TV shows. The BBC are not permitted to deploy product placement at all.

What are your thoughts about product placement?

The way I see it is that anything that cuts down the number or duration of advert breaks in shows can’t be a bad thing…

And as long as it’s not done obtrusively, or at the expense of the quality of a show, then it gets my backing.

As you’re probably aware, both Downton Abbey and The X Factor have faced a backlash from viewers who’ve complained about lengthy and frequent ad breaks, so now that product placement is an option, perhaps both shows could do that to cut down on the ads.

Let me know what you think about this issue.

Lynn is an editor and writer here at Unreality TV and is trained psychotherapist and the author of two books. She's addicted to soaps, period drama and reality TV shows such as X Factor, I'm A Celeb and Big Brother.