Content Is Advertising... On TV
from the but-you-need-to-be-careful dept
And that, of course, is the key element here. The content itself needs to be compelling and stand alone as quality content, no matter what the products being showcased. Also, since the films were clearly labeled and promoted as BMWfilms, there was no "hidden" product placement. Everything was very upfront and aboveboard. What I fear with something like this new experiment from NBC, is that the the advertisers at the table will have too much of a say in the creative content, and will focus on making sure the product is positioned right, rather than making sure the content actually works and has entertainment value.
It will also be interesting to see how NBC handles promotion of this series. Will it be treated like any other series? Will it be available online? Will NBC let others copy and share it? Will there still be interruptions from commercials when it airs on TV? The answers may be very telling in how NBC is approaching this effort. Either way, this will be an experiment worth following. My guess is that, given the players involved, it will fail. The ad agency will push too hard to make the content more focused on the sponsored products. NBC will struggle with how to position and promote the show. And the whole thing will disappear quickly. I'd love to be wrong, and see real quality content come out of this, but, that may be asking too much at this point.
Other posts in this series: