Cash-strapped ITV bosses are relishing on the opportunity to jump on the product placement bandwagon.
Incidentally, if there were such a bandwagon it would probably be emblazoned with forty different brands of car, thirty fast food adverts and at least one advert for Calgon.
But the point is, Coronation Street is getting in on the act. A Nationwide cash machine will feature in Dev and Sunita’s shop from November 14, and a swingboard will be outside.
Gary Knight, commercial content director at ITV, said: “I am delighted that the first steps into product placement for Britain’s best-loved soap will be with the Nationwide Building Society, who also enjoy such a strong and close relationship with the British public.”
Talks will be held over other deals, but he promised “editorial integrity” will be a priority.
We’ll soon see about that.
It will only be a matter of time before Norris’ corner shop will be taken over by Tesco’s and Audrey’s salon will be a rammed with TreSemme. And as for Underworld…