Another example of the changing media landscape emerged yesterday as the EU waded in with a draft ruling on product placement in TV programming. With 30 second spot advertising revenues under pressure, PVR penetration growing(ad skipping) and mounting ad agency frustration over the inconsistency of product placement regulations across EU member states, the EU had to act.
Expect a frenzy of activity in UK as sponsorship companies, ad agencies, TV production companies and broadcasters all fight for slice of the action. Ofcom, the UK regulator will be at the ring side.
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