Product placement may sound dull and not even very relevant ... but it's going to be big in the European Union ... it describes the practice, popular in the US, where television and film makers boost their earnings by charging companies to show their brands on the screen.
In some cases, product placement is moving towards becoming its own master ... large branded companies making complete shows around their branded products. Product placement has been banned in most European countries ... until now.
The European Commission has decided it's time to catch up with America ... with some limitations. Is it necessary ... or is it simply inevitable?
Joining Rodney Smith to discuss this are Jeff Greenfield of 1st Approach marketing in the United States, Lora Kolodny, business reporter on the industry newspaper, Hollywood Reporter, and in London, Steve Read of 1st Place media marketing.
