Media buyers attending an ABC program development meeting in Los Angeles Wednesday were given a presentation on how commercials could be integrated "seamlessly" into a show's content. According to the online MediaDailyNews, ABC used 10 examples in shows like According to Jim and Ugly Betty, in which commercials would "pop up" on props like TV sets and magazines on the set, then go full-screen. Shari Anne Brill of ad agency Carat USA, who watched the presentation, remarked afterwards that the examples presented "an interesting idea," but she wondered whether the shows' "writers and producers will help them pull this off. ... I imagine more powerful producers would say, 'No way, Jose.'"




22/03/2007