October 28th, 2011

Script Takes Sponsors From Bit Players to a Starring Role

By STUART ELLIOTT
The New York TImes

A SERIES that is to have its premiere on Sunday on ESPN Deportes, the Spanish-language ESPN channel, is distinctive apart from being its first scripted show.

The series, called “El Diez,” or “The Ten,” is also unusual because it will have blue-chip brands woven into the story line, which is centered on a young professional fútbol (soccer) player in Mexico City. The presence of the brands within the 10 episodes will be in addition to conventional commercials.

The practice, known as branded entertainment or branded integration, is more extensive than so-called product placement because a brand buying its way into a show gets a prominent role rather than a bit part.

Read more: http://nyti.ms/t3Z6th

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