TV Product Placement: Is the UK living in a nanny state?.

      Аннотация: The purpose of this project is to examine why the UK TV product placement industry has not significantly advanced since Ofcom changed its rules in 2011 to allow broadcasters to earn revenue from product placement for the first time. After indicating a gap in the relevant literature and collecting data, in the form of interviews and a survey, it concludes that the UK is not necessarily living in a ‘nanny state’, but taking a cautious approach in order to ensure editorial integrity and consumer welfare is upheld. It identifies a number of industry weaknesses and puts forward circumstances under which TV product placement works best; based on these, a series of three Future Frameworks are presented which intend to help the UK industry move positively forward.

Ключевые слова: product placement, Regulation, Television, UK, Ofcom