Prezentace na téma: "PROS AND CONS OF PRODUCT PLACEMENT"— Transkript prezentace:
1 PROS AND CONS OF PRODUCT PLACEMENT in the Czech RepublicMilan ŠmídInstitute of Communication Studies and JournalismFaculty of Social Sciences, Charles University, Prague
2 Legal frameworkOctober Broadcasting Act No. 468/1991Article 48(1) Broadcasters may not include in the broadcasting (...) surreptitious and subliminal advertising,(4) The television broadcaster shall ensure that advertising and teleshopping are recognisable from any other parts of the programme structure and are clearly separatedJanuary Advertising Act No. 40/1995Article 2(4) Also prohibited are:a) subliminal advertising andb) surreptitious advertising.(amended later by the definition: surreptitious advertising is for the purpose of this act the advertising, that is hardly recognizable as a such, especially when it is as advertising marked.Product placement is considered as surreptitious advertising.
3 in cinematographic works PRODUCT PLACEMENTin cinematographic works
4 Czech cinematography after 1989 source: Czech Films 2007
5 Czech cinematography - basic data source: Union of Film Distributors
6 Top 50 films in 2006Movies and their sponsors:Účastníci zájezdu - Simply You - Arginmax, Firo Tour, Fuji filmRafťáci - Nokia, Ferrero, Kentoya, Botas, Olympus nebo McDonald’sJak se krotí krokodýli - Coca-Cola, Mitsubishi Motors, Mentos, Centrum. czKráska v nesnázích - Annonce, Student Agency, Jameson, Frekvence 1Ro(c)k podvraťáků - Ringier, Bernard, Toyota, Lexus, SagemExperti - Poštovní spořitelna, Karlovarské minerální vody, Motorola, Microsoftproduct placement makes usually 10-30% of the production budget
7 Top 50 films in 2008Box office revenuein the last columnsource: Union of Film Distributors
8 Czech movie „Crash road“ List of companies, whose products were placed in the movie8
25 Sponsors of the “Final Season” OMV Česká republika,Budějovický Budvar,Tipsport,Škoda auto,Modrá pyramida stavební spořitelna,Secar Bohemia,Nokia Czech Republic,Black Tiger,Coca Cola Česká republika, Karlovarské minerální vody, Allsports,Kentoya,Replay.All of them have right to be mentioned as sponsors - at the beginning and at the end of the program.However, their trade marks are omnipresent also in the program.
26 Sponsors of the serie OMV Česká republika, Budějovický Budvar, Tipsport, (arena, betting office)Škoda auto,Modrá pyramida stavební spořitelna,Secar Bohemia,Nokia Czech Republic,Black Tiger,Coca Cola Česká republika, Karlovarské minerální vody, Allsports,Kentoya,Replay.All of them have right to be mentioned as sponsors - at the beginning and at the end of the program.However, their trade marks are omni present also in the program.
27 in audiovisual works made for television PRODUCT PLACEMENTin audiovisual works made for television
28 analogue 2004 digital 2009 Czech TV terrestrial channels Czech TV 1 TV NOVAPrima TVCzech TV1Czech TV2Czech TV24(news)Czech TV4(sport)Z1 - newsTV BarrandovPublic TVTV NovaNova CinemaPrima TVPrima CoolTV NOEOcko(music TV)
29 My conclusion:The small Czech TV market could not afford a luxury of rejecting the product placement.The small Czech TV market may need product placement as an additional source of funding of audiovisual works made for television.Does product placement turns TV programs into commercials?Or does product placement keep the small and financially weak stations from degeneration into teleshopping channels?Who knows? We have to wait and see.Thank you for the attention!