« back
TV Nova will not link price for advertising to product placement
May 31, 2010, Marketing & Media
„Unlike insertion, product placement is a business product,“ says Jan Řehák.
Interview
* So far, TV Nova has been offering insertion. How will product placement differ from it?
Insertion was a completely different product; it was about presentation of products as props, for example, in series. Product placement has a nature of a commercial message. Insertion wasn´t a business product and it was linked to production.
* Will product placement offer more possibilities?
Yes, because product placement, as defined by law, is a business product.
* Could you elaborate on the price sheet?
It´s not easy to create a simple price sheet for such a difficult service. Every single business case will be different. The market expects to get a price sheet, it will demand it, at the same time we don´t want to create any restrictions. It is being discussed around the globe and it is not quite clear whether it´s more suitable to make the price based on a length or a size of the presentation. We will rather set up price range (from-to) in order to maintain a certain level of flexibility.
* What will the cooperation between a client and the broadcaster look like?
If a client indicates his interest, it will be necessary to evaluate his intentions regarding communication and identify appropriate series or programs that are in the production pipeline. Another case is when the production team of a series, for instance, plans to have certain specifics and we know, in advance, about potential opportunities for a client.
* Which programs are most in demand?
Ulice and The Rose Garden Clinic.
*According to Filip Bobiňský of Dramedy, an especially appealing option will be a product placement package containing different positioning of varying intensity in a larger number of episodes. Do you agree with that?
That´s right.
* I assume a client has the right to see the final version prior to its airing...
In principle, in it unacceptable for the client to approve the execution. It is an artwork. It is important to clarify in advance (e. g. through a storyboard) what the presentation should look like.
* Don´t you perceive product placement as a lot of work for little money?
Its preparation is definitely more demanding than in the case of a typical spot campaign. But it is what the market wants. In addition to that, it is an opportunity to get new clients. We definitely expect this product will create new sources of revenue.
* Will you link the price of standard advertising to an investment in product placement?
No. Those will be two separate contractual relationships for the clients.*
Jan Řehák is Sales Director of TVNova. His arrival in CET21 in January 2007 represented a shift in a complicated situation of sales and sales policy at TV Nova. Before he joined the strongest TV station, he worked for OMD and Starcom.
For additional information, please contact:
Romana Wyllie
Vice President of Corporate Communications
Central European Media Enterprises
Krizeneckeho nam. 1078/5
152 00 Praha 5
Czech Republic
+420 242 465 525
romana.wyllie@cme-net.com
