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Possible cross-media Effects of Allowing Product Placement in Television

Possible cross-media Effects of Allowing Product Placement in Television

The Hans-Bredow-Institut conducted an assessment on behalf of the Federal Association of German Newspaper Publishers on changing advertising possibilities on Television.

The coming changes in criteria in the EU television directive „Television without Frontiers“ from 1989, which were presented in December 2005 by the European Commission under the title „Audiovisual Media Services Directive“, also contain new regulations for the area of advertising. Changes in the opportunities for advertising for one media provider are viewed particularly critically by competing providers. 

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Project Description

For this reason, the Federal Association of German Newspaper Publishers commissioned an assessment of possible cross-media effects from permitting product placement in television, which was presented in 2006. The assessment discusses the general framework and the possible effect of allowing product placements against the background of international developments as well.

Project Information

Overview

Duration: 2005-2007

Involved persons

Hardy Dreier, M. A.

Third party

Bundesverband Deutscher Zeitungsverleger e. V. (BDZV)

Cooperation Partner

Contact person

Research Consultant

Hardy Dreier, M. A.

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media economy and media organisation • crossmedial • development of television • advertising impact research • advertising market

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