While TV execs are worried about TV commercials and TV writers and actors are worried about product placement, it appears that one TV show in Japan is experimenting with something that appears to be halfway between a commercial and product placement. It fits in more specifically with the show, using the same actors from the show, but focuses on a product (such as a car) and has the actors discussing the product. To separate it out from the actual show, when it happens, a red "CM" appears in the upper righthand corner of the screen, designating that this is sort of a commercial. Apparently, the early experiments with this type of advertising has gone over well. Fewer people skip it and more people remember the content. As the execs involved admit, it's part of a growing recognition of a common theme around here: advertising is content too. If you want people to watch your ads, make the content worth watching -- and that's what these half-commercials/half-product placement bits try to do.
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