Marketing - Written by Joe Elvin on Wednesday, March 16, 2011 10:40 - 0 Comments
Channel 4 signs product placement deal with New Look
Channel 4 has signed its first product placement deal with high street retailer New Look.
It was revealed today that the clothing chain will partially fund a new fashion-based show for the network.
New Look clothes will prominently feature in the programme which pits budding fashion stylists against each other in a catwalk competition.
The overall winner of the show will win a prestigious fashion design job within the company.
The agreement between New Look and Channel 4 is only the second major deal since the Government relaxed the rules on product placement on 28 February.
The other significant marketing news concerning product placement came when ITV featured a Nescafe Gusto machine on This Morning on the date of the law changes.
However, Channel 4′s head of sponsorship told David Charlesworth told Marketing Week: ”Having always maintained that product placement will be integral to squaring the circle of measurable value within the funded content arena, we’re pleased to demonstrate such an innovative approach as an industry ‘first’.”
The Guardian have also reported how some advertising moguls believe that product placement could be worth up to £100m a year to television networks.
The show due for launch this summer will also be heavily branded with the New Look logo.
The winner of each episode will be decided by a live public vote.
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