 |
 |
 |
 |
 |
|
|
||||||
| Accountability & Experience in Product Placement | |||||||
Press Release relating to OfCom’s document of 18 October 2006NMG’s response to OfCom’s “Product Placement Summary of responses to consultation on issues relating to product placement”In May 2005, NMG entered the product placement debate with the first of three positions papers on this topic. NMG concluded that introducing paid-for product placement would firstly necessitate a dialogue between a large number of interested parties - Regulators, EU Practice Development, Producers, Broadcasters, Agencies, Consumer Groups, Lobbyists. It was anticipated that this consultation would take several years before a decision could be made. Gary Heath, Managing Director of NMG commented “It seems that OfCom have now come to the same conclusion! Whilst OfCom uses the TWF initiative as their mainstay argument for recommending no change, it seems clear to me that given the wildly conflicting opinions that exist, often driven by wildly conflicting interests, consultation was always going to be protracted”. John Barnard, Founder and Non Executive Chairman of NMG added “OfCom has come to the conclusion that the commercial profits generated from paid-for product placement ‘remain modest’. In our second and third Position Papers, NMG addressed the issues of market measurement and consequently market worth and disagreed with OfCom’s methodology. OfCom principally relied on the extrapolation of figures from the US, and from parallel communication sectors such as sponsorship. Since the late 80’s NMG’s Tracker™ Evaluation System has been measuring all the branded product placements broadcast on television and uses this hard market data to direct our business. NMG agrees with OfCom’s conclusion as analysis of Tracker™ data had already proved that viable opportunities for ‘paid-for’ placement would be few and far between. However, I do feel that by using our hard data the debate might have been better directed, and more reasoned parameters established at the outset.” |
||
| Tel: +44 (0)1753 655 866 Fax: +44 (0)1753 655 118 Email: info@nmgproductplacementltd.co.uk |
| NMG Product Placement Ltd, Pinewood Studios, Pinewood Road, Iver Heath, Buckinghamshire, SL0 0NH |