Advertising is everywhere on TV and online, and not merely in the form of traditional commercials. Most of us are used to viewing ads before watching online videos, and product placement can even be humorous if done properly (30 Rock does it particularly well). Can the partnership between advertising and entertainment go too far, though?
NBC Universal is joining forces with an advertising agency on a new venture: product-centered programming. The network's Digital Studio will work with the Omnicom Group to create several series that focus on the products of participating sponsors. These programs will air on NBC's "digital properties" (websites, for example.).
Several of these projects are set to premiere in the summer. Corporations like Intel, Cisco Systems, and Microsoft are already involved with a series called Gemini Division, a sci-fi program starring Rosario Dawson. Woke Up Dead, which NBC described as a "quirky comedy about a college-aged zombie," is also in the works. What sort of products will NBC integrate into a zombie comedy series?
What do you think about this concept? It's tough to judge this idea without seeing the finished product. These programs could be worth watching if NBC can attract strong acting and writing talent. On the other hand, these shows could be cheesy and heavy-handed. I'm skeptical about the quality of a show created solely for advertising purposes. Should we just embrace the ubiquity of commercials and be open to ideas like product-centered programming?
I'm curious to see if these programs are successful. It's one thing to incorporate ads into an established show, but it's another to draw an audience to this unique form of content. NBC will have to pull out all the stops if it wants this new programming to attract viewers.
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Reader Comments (Page 1 of 1)
4-18-2008 @ 10:08PM
Paul said...
For as many problems as the OS had, Demetri Martin's original content surrounding Microsoft Vista was HILARIOUS. If we know up front what we're getting, it basically pays for the programming, and it's well-written and acted, then why not?
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