Posted on 11/07/2006 8:46:20 PM PST by bruinbirdman
Members of the European Parliament are threatening to derail attempts to introduce product placement in television programmes, amid opposition led by German MEPS.
Ruth Hieronmyi, the German MEP acting as rapporteur to the revision of Europe’s Television Without Frontiers Directive, said that there was no consensus in the Parliament on liberalising the rules.
The MEP told The Times: “Product placement, and any other advertising-related topics, are still controversial. Members believe there should be anything from no regulation to 100 per cent regulation — we shall have to see what achieves a majority.”
On Monday, the Parliament is to form its response to the European Commission’s attempt to redraw rules governing television regulation, when MEPs on the Culture Committee discuss the planned changes.
The Commission wants to allow product placement — by which branded goods appear within programmes — to level the playing field between Europe and America. However, the measure needs agreement by the European Parliament and by governments.
Product placement could generate up to £100 million a year for British broadcasters, creating a revenue stream that would allow ITV and other commercial broadcasters to reduce their reliance on 30- second advertising.
The strongest opposition to any form of product placement is coming from Germany. Ms Hieronmyi is a German Christian Democrat and her view is that only limited liberalisation should be allowed. Her summary report for next week’s meeting suggests that placement should be barred except “in specific cases where — as in cinema and television films — there is competition with American products in Europe, and in sports programmes”.
This is a very important issue for Europe. No need to worry about Islamic terrorists invading their countries, breeding like rats and taking over. Product placement on TV is waaaaay more important. After all some kind of capialism might take place and someone might make a profit!
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