Advanced Television

Coronation Street first product placement

October 31, 2011

Product placement has come to Coronation Street after ITV signed a deal with the Nationwide Building Society that will see one of its branded cash machines set up in the corner shop.

The machine will appear on screen from November, along with a branded sign outside the shop.

Nick Price, from MPG Media Contacts, who brokered the deal, said: “This is the first product placement deal for one of ITV’s flagship peak-time shows, and we believe it will be the tipping point for a wave of new product placement deals over the coming year.”

The Government relaxed the rules on product placement this year, allowing it in films, dramas and documentaries, TV series, soaps, entertainment and sport shows. UK legislation bans tobacco, alcohol, gambling, foods or drinks which are high in fat, salt or sugar, medicines and baby milk being used in product placement.

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