NBC Universal To Create Programs Around Products

by Jarrett Martineau | April 18, 2008 at 02:16 pm

247 views | 0 Recommendations | 0 comments

This kind of product placement is a long way from having a strategically-placed can of Coke on a kitchen table in a sitcom.

This is the kind of product placement where the can of Coke is the star of its own sitcom.

Catch "Everybody Loves Coca-Cola" at 9pm only on NBC's Can't Miss Wednesdays!

In the latest example of how commercialism continues to creep into art, NBC Universal has plans to create programming designed to highlight a sponsor's products, the company said Friday.
The new shows, which will appear on NBC Universal digital properties, are being produced by the company's Digital Studio division and units, in conjunction with the Omnicom Group, one of the world's most powerful advertising and marketing companies.

One of the first shows to emerge form the partnership will be an Internet sci-fi show called Gemini Division, starring actress Rosario Dawson. The show's planned sponsors are Acura, Intel, Microsoft, and UPS.

Just how the program's creators will weave the commercial products into the story line without alienating an audience that might feel manipulated is anyone's guess.

Sony Pictures Entertainment last year began offering advertisers the chance to have their products take more of a starring role in Web productions.